MORE MAGAZINE DIRECT MAIL LAUNCH
Introducing the Magazine That Celebrates Women Over 40!
More Magazine
Will You Join Us for One Year
Absolutely Free?
Dear Girlfriend,
Maybe you've heard about them.
Eleven women, ages 45 to 66, decided to raise money for leukemia research by substituting, on their annual garden calendar, tasteful pictures of themselves ... naked.
More interesting was the response.
The women hoped to raise $2,000. They raised $550,000!
And around the world, middle-aged women shouted, "Go, girls!"
Why? Because these brave women acknowledged what you and I have known all along. Life isn't about being really young, it's about feeling really great!
It's the beginning of a new confidence. It's the time for more relaxed relationships. For many women, it's even the start of a better sex life!
Now, there is a magazine in America today that will make you feel like you're sitting around a circle with a bunch of trusted girlfriends who understand who you are, where you are, and what you're feeling at this wonderful stage in life.
It's called MORE magazine, and with your permission, I'd like to send you two years of MORE for the price of one.
That's like getting ONE FULL YEAR FREE!
Client: MEREDITH CORPORATION
Assignment: Launch More Magazine
Copywriter: JC Manheimer
PROBLEM: How do you position and launch a new magazine for women over 40?
SOLUTION: Tell the truth.
POSITIONING: "We've been nauseated by chemotherapy. Saddened by grief. Outraged by infidelity. Overwhelmed by in-laws. And driven to distraction by hot flashes. Yet, we all agree on one thing. We wouldn't want to be someone else and change our life experiences for anything in the world!
RESULT: “Your direct mail package for More Magazine indexed 200, doubling response. That doesn’t happen too often in magazine history and is the first time it’s happened at Meredith.”
--Ellen de Lathouder, V.P. Creative Services, Meredith Corporation