Circulation Ad Tip #12

THE IMPORTANCE OF DESIGN

Design is far more critical to the success of your mailings than you may think. Beyond looking professional, design should work hand-in-hand with copy to present the strongest concept possible. It should establish a visual
theme that runs through every component of the effort for maximum impact and cohesiveness. Perhaps most importantly, it must embody the tonality and essence of the magazine itself. Remember, even the vast majority of recipients who don't respond to your offer now will still be left with an impression. What do you want that impression to be? Here's a new subscriber package we created that posed the ultimate design challenge: appeal the most discriminating design critics in the world -- potential readers of I.D. (International Design) Magazine!