An exclusive insider's look at the art and science of direct mail creative technique -- copy approaches, design, formats, offers -- unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail.