Si For Kids Moves To A Voucher Format

Circulation Management, June 1, 2004

SI for Kids has moved from a traditional edit package 6" x 9" into a voucher package for its June 2004 mailing.

The voucher package has a standard reply envelope, but it also includes an editorial chit that picks up many of the same themes that the magazine used in its editorial package. The editorial chit is a glossy, four-color foldover.

"The edit chit focuses on explaining to parents that this is a magazine that boys love to read, and parents love the fact that their kids are into reading anything at that age," explained Alec Casey, consumer marketing director.

"We modified the corporate form to suit the consumer better by offering a family rate rather than a professional rate," he said.

"We definitely saw a significant lift vs. the edit package," he added. "We got a better gross response, better payment and it's a significantly more cost-effective package."

The offer is risk free - standard for SI for Kids. There was no change in price from the edit package.

The voucher went to homes with boys 8 to 14 years old. Two check boxes are provided - one for SI for Kids and one for SI for Kids - Teen Edition.

SI for Kids did a lot of testing, but ended up with this modified version of the professional package widely used by Sports Illustrated and Fortune.

The total rate base is 1 million - up from 950,000 last year.

Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion-tracking resource offered by ParadyszMatera. General Editor Barbara Love conducted the interviews.