ART AND ANTIQUES

 

There are only two ways to get an envelope opened: Be intriguing or make a bold promise.

One way to intrigue is with teaser copy on the outer envelope—copy that is so wildly interruptive and outrageous, you simply must find out what’s going on inside. This is the technique used by Josh Manheimer of Manheimer & Wise for the Art& Antiques (202ARTANR098NYX) control mailing.

The 4-page letter starts with this Johnson box that lets you in on a good deal: “Please note: Until now ART & ANTIQUES was available only in select museums and fine bookstores for $4.75 an issue... Now with this invitation you can receive a FREE issue of ART & ANTIQUES and an opportunity to subscribe at an introductory savings of nearly 60% off the cover price!”

From here, Manheimer picks up on the outer envelope copy and takes you into the studio of one of the world’s greatest art forgers, giving you a fascinating glimpse of how he psychs himself up to paint a bogus masterpiece. One forgery was so perfect that the Cleveland Museum believed it to be a work by the 16th century master Matthias Gurunewald and bought it for $1 million.

From there, Josh creates a splendid cornucopia of all the goodies that await you as a subscriber-- splendid tidbits and insight into the world of collectors.

We spoke to Cary Zel of the Art & Antiques circulation department, who said that this package--with a circular and no comp copy--has been control for some time.  Against that they are testing comp copy vs. no comp copy vs. circular vs. no circular. The jury is out on which will win.
 

Denison Hatch
Who’s Mailing What!