Building Circulation for New Magazines (933 words)

The Story on Direct Mail

Jordan tells the Brill's Content direct mail story: "We originally tested the concept in September 1997. We launched the magazine with a 3.5-million-piece drop in March 1998. We [did] a small follow--up mailing in July 1998 to coincide with the actual launch of the magazine. We did major drops in December 1998 and March 1999. Since the launch, we have alternated between two control packages.