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The first one, written by the late Len Berkowe, was its circulation-building workhorse from 1982 to 2003. The black-ink teaser on the front of that cream-colored 6" x 9" outer set the tone for the entire package, asking "Should you be reading 'the most influential periodical in print'?"
The letter underwent major changes over those years, but regardless of the particular choice of words, always created the impression that the magazine was essential reading for those Americans who wanted to get a deeper (and exclusive) understanding of foreign policy. Its articles were written by "the brightest, best informed minds around," said one. Another version asked the prospective subscriber to picture himself in a room with distinguished experts discussing "the world's most critical problems." To bolster the upscale look, the four-page letter was printed on textured stock (as was the envelope), and had unusually wide margins.
Many of these appeals to prestige are echoed in the four-color brochure included in this current voucher offer. In one paragraph, it names the authors of recent articles (e.g., President Obama, Robert Gates, Hillary Clinton), noting their "wealth of expertise" — their sky-high name recognition probably doesn't hurt either. More explicitly than in the older letters, the direct benefits to the reader are spelled out. "Objective analysis and informed opinions" lead to "fresh thinking and new insights."
There's also a separate panel listing how past articles "saw it coming," that is, anticipated major international challenges, such as the budget deficit, and the rise of al-Qaeda. And, the magazine's switch a few years ago to a bit more color on its cover (from gray-and black to a glossy light blue with some red headlines) makes the brochure stand out.
The brochure also calls attention to the magazine's influence. Its margins are devoted to testimonials from the likes of the late Richard Holbrooke, Tom Brokaw and Newt Gingrich; there's even Time's long-ago endorsement, which was in the teaser and Johnson Box of the Berkowe Grand Control mailing.
The order form is a simple professional discount voucher. For readers with short attention spans, or a bottom-line focus, it provides enough of the basic selling points to get the order. Like other publications, Foreign Affairs could have gone with only that. It's reassuring to know that, in a media world increasingly dominated by sound bites, shouting and snark, there's still a place for a well-reasoned argument.
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