There are certain editorial subjects that lift copy sales. These often appear as special supplements or articles. This kind of editorial, when emphasised in your mailings, will boost response to new-business and renewal promotions.
The Economist carried out a multi-media marketing campaign in the USA. The campaign has been the subject of a great deal of head scratching among marketers who just cannot work out the maths.
There is little doubt The Economist stands to loose around half of the $500,000 they intend to spend on the promotion.