Building Circulation for New Magazines (933 words)

The same effect was achieved with a mysteriously late and selective direct mail campaign. Dan Capell didn't get a direct mail piece from Talk, nor did many media heavies. "They seem to be testing," Capell remarks. It got people talking.

For its part, Brill's Content made an early splash with its premiere issue, whose cover story pointed the finger at Kenneth Starr as a leak to the press. Steven Brill then did the talk-show tour.