Ballantine’s client wanted to send a clear message: If you’re involved in science and tech, this is the publication you need to stay current. The challenge in advertising the Texas-based Issues in Science and Technology was to offer a fresh design that markets the quarterly product, Coté says. “We gave it a modern facelift and mailed a No. 10 package — envelope with letter and reply card, buck slip and reply envelope — to 213,000 science and technology professionals,” he says. “The gross response went up 21 percent versus their previous mailing.”

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Ryan Coté