New York Review of Books
Direct Mail Launch
The Last Outpost for
People Who Like to Think
While a number of once distinguished literary magazines have cut back on
story length and filled space with gossip and titillating photos, there is
still one publication that remains above the slag and scum and
sediment that poses for rigorous thinking today.
Perhaps you've heard of us?
The New York Review of Books
You have three complimentary issues reserved in your name.
Dear Intellectual Dinosaur,
It's the periodical where Vaclav Havel secreted articles via the Czech underground while locked in prison.
It's the publication Andrei Sakarov faxed his political views while under house arrest in the former Soviet Union.
It's the literary journal V.S. Naipaul writes for when he wants to expose the rise of neo-conservatism at the Republican National Convention; where Joan Didion turns to lay bare the unseemliness of California's water wars; where John Updike, Susan Sontag, Stephen Jay Gould, George Keenan, or Gary Wills appear when they wish to spark debate and outrage among the intellectual cognoscenti.
It is, in short, the English language's preeminent journal of belletristic iscourse where you can park yourself amidst the swirling vortex of ideas and engage in a spirited debate with the world's most esteemed writers, artists, and political figures.
Now, the Publishers would like to hand you three incendiary issues on the house.
May we send them to you without any risk
or obligation to subscribe?
Client: The New York Review of Books
Assignment: Audience Development. Grow Circulation. Beat the control.
Copywriter: JC Manheimer
PROBLEM: How do you sell an erudite publication to intellectuals with junk mail?
SOLUTION: Appeal to their intellect. Flatter their intelligence. Take for granted their desire to be among the intellectual cognoscenti. Use big words.
POSITIONING: The English language’s preeminent journal of belletristic discourse.
RESULT: Five-year control. Featured in WHO’S MAILING WHAT!