Folio: the Magazine for Magazine Management, November 1st, 1991
When Larry Brown arrived at Rodale Press 18 months ago, he was surprised to see the company had yet to take full advantage of a prime marketing vehicle--the premium package.
Brown, an account executive for Organic Gardening, spent five years in the mail-order industry, where packaging inserts from non-competing advertisers is standard practice. Although many publishers include promotional inserts in billings and renewals, Rodale is one of the few to employ its premium mailing.
Both Organic Gardening and Prevention started insert programs this past summer. The titles charge companies--betwe...
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