Word: costing
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Dates: during 1990-1990
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...direct-mail copywriting trade are the Sonoma, Calif., team of Bill Jayme and Heikki Ratalahti. Over the past 20 years, they have used their wiles to help launch more than a score of publications, including Bon Appetit, Smithsonian and Mother Jones. Jayme and Ratalahti's marketing packages, which cost $30,000 to $50,000 each, share four characteristics: an irresistible envelope, a personalized typewritten letter, a brochure intended to give an as yet nonexistent product an aura of legitimacy, and a response card. Jayme and Ratalahti know that people do not read direct-mail pitches carefully, so they adhere...
...better or worse, America is married to the mails as a cost-efficient way of disseminating that most prized of 20th century commodities: information. Today more money is invested in direct-mail pitches, promotions and appeals than is spent on advertising in magazines or on radio or network television. The ensuing competition drives direct-mail marketers ever higher (and lower) to distinguish their message from the rest. To target potential customers more accurately, they compile and swap lists that provide increasingly detailed information about individual consumers, a practice that raises citizen concerns about privacy...
Even so, direct mailers maintain that junk mail is the most cost-efficient way to reach out to customers. They claim that a single mailing on average draws 10 times as many responses as newspaper ads and 100 times as many as TV ads. Plus, they note, they can judge the effectiveness of a mailing with far greater precision than most other advertisers...
Mihui Pak '94 said she has no great expectations of merriment this weekend. Although she said she wants to see her family, the cost of travel to her California home makes a return trip impossible...
...world's encirclement of Saddam Hussein is intended to throttle his economy and force his army out of Kuwait, but the price is heavy for the alliance arrayed against him. Mustering its defensive force in Saudi Arabia in August and September cost the U.S. $2.5 billion. The Pentagon's estimate for the continuing buildup to an offensive force had been $15 billion in fiscal 1991; the escalation announced last week will clearly boost that bill. If a shooting war begins, some Washington analysts speculate costs could rise to $1 billion...