A tale of three packages …
In the late 1990s, Meredith Corporation introduced a magazine marketed towards women in their 40s or older – celebrating a time in their lives when they may be enjoying more affluence and independence. The initial Direct Offer “Go Girl” package was enormously successful, indexing at 200, essentially doubling response. The designer of that package was my husband. He held the control for many years.
Who better to beat the control than me? At least that was what the director of circulation thought, so she hired me to work with the same copy writer as the original package. From “Go Girl” we went to “Act Your Age.” I had a fantastic time working with More’s great photography, lovely fonts, and exuberant style. My first package had an 11.5″ x 8.75″ outer. It beat my husband’s control. We immediately resized it to a traditional 11.5″ x 6″ size to save on postage, and this because More magazine’s control for many years.
