Package Inserts/Statement Stuffers

Mal Decker's copy for the Institute of Children's Literature, fundamentally unchanged since 1977, was control in all of ICL's media for 25 years. However, the format and graphics, also designed by Mal, went through a continuous process of evolution and testing.
Illustrations by Howard Munce and Carole Marchese.

     The current package insert/statement stuffer Control for the Institute, written by John Tobias and designed by Mal Decker, is a 6-panel ”lick ‘n stick” (it makes up into a self-mailer 3 ½” X 5 ½” to which a stamp is affixed) with a front cover, the address panel, a gatefold and a 3-panel spread. It replaced Mal Decker’s 20-year Control---at least until the next test. The flat size is 11 5/16” X 5 ½”

     Typically, 3-way, 4-way or 5-way tests are made twice a year in the never-ending quest to develop a stronger Control. To download and read the current Control, just follow the link. Download PDFs