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The Economist

BACKGROUND
The Economist is one of the world's most respected and highly regarded magazines. It reaches a global audience that includes many of the world's leaders in business and politics. Since direct mail is one of the primary sources of new subscriptions, they are always looking to improve the results of that channel.

SOLUTION
GRI created a voucher package to go against a more robust Magalog. The package inserts consisted of a voucher form and a brochure.

RESULTS
The voucher became a clear winner in ROI and has evolved over several years to still be in the control position.

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The Economist

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