The Wall Street Journal

Direct mail consultant Dennis S. LeBarron called the WSJ package written in 1974 by Martin Pommeroy "...a circulation manager's dream. It's a low-cost, easy-to-produce package---with a winning offer and a winning letter---one that can be mailed almost anytime to any qualified list. It's practically guaranteed to pull in response profitably, year after year." Direct mail expert Denny Hatch estimates that it generated more than $2 billion for the Journal since 1974.
     The MDA package (shown here) beat the 28-year-old "unbeatable" control in two consecutive tests in 2002. The first test of the new package beat it by less than 10%, but the second and definitive test beat it by 24%.
     The new MDA letter pays homage to Conroy's venerable two-page letter by adding its famous lead to new copy and design elements, as well as full-color illustrations, in a four-page booklet format with a short-fold first page. The order form is designed as a voucher to highlight the money-saving offers.
     Copy by Mal Decker, Design by David Gordon. Download PDFs