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Mail Stream: A Report on Incoming Direct Mail, April 7, 2009.
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The Source For Everything Jewish Marks Passover
The Source for Everything Jewish recently mailed its Passover 2009/5769 catalog (incorporating the current year on the Hebrew calendar) reminding recipients that Passover begins at sundown on April 8th. The cover of the 10½? x 8? book features the Good Things Ceramic Seder Plate ($55), a serving dish with indentations for each ritual food used in the Seder, the feast which takes place on the first and second day of Passover. A purple dot whack acknowledges flat rate shipping on all online orders of $75 or more. Inside the 64-page mailing, a wide array of Jewish home goods, gifts, and jewelry is offered. Products include the Lion?s Gate Torah Scroll Pendant ($325 - $395), the Stainless Hebrew Face Fashion Watch ($75), and an Ancient Oil Lamp ($69.95). The center of the catalog includes an eight page spread of Passover products, including the children?s storybook ?All About Passover? with Coloring Placemats ($14.99), Barton?s Passover Almond Kisses ($12.95), and the Pewter and Glass Horseradish and Salt Water Set ($45), used traditionally during the Seder meal to symbolize the bitterness of slavery and tears shed. Orders can be placed by phone, fax, mail, or online. Online orders over $75 have a flat rate of $10 for shipping.


Gooseberry Patch Offers Easter and Entertaining Merchandise
Country-themed home goods retailer Gooseberry Patch mailed its Early Spring 2009 catalog offering ?Our Favorite Breakfast & Brunch Recipes Cookbook? with $45+ orders. Previous catalogs have offered similar incentives including recipe cards, cookbooks, cooking utensils and organizers. The catalog is entirely illustrated; its front cover depicts the Summer In the Country Cookbook ($16.95) and ?97 New Items Inside!? Gooseberry Patch features mixing bowls, measuring cups, containers, place mats, quilts and an assortment of themed cookbooks. Gooseberry has published over 100 community-style cookbooks and the company encourages customers to submit recipes, some of which are selected for inclusion in their own books. Also in the spirit of customer involvement, the book promotes its new message board, cookbook reviews and e-newsletters available at GooseberryPatch.com. Catalog items include a cast-aluminum Ice Cream Cone Cake Pan ($42.95), a pair of colorful ceramic Farm-Fresh Canisters ($69.95 ? 4-pc. set), a cherry red Ladybug Chef Set ($17.95 ? 5-pc. set), and a vintage-inspired calicos Berry Vine Quilt ($64.95). Easter inspired items featured on several pages include a deviled egg Bunny Hop Egg Plate Set ($29.95), Candy Bar Scented Candles ($17.95 ? set of 3), and a fuzzy Chirping Chick ($8.95). Orders can be placed by phone, mail, fax or online.

Political Science Quarterly Touts Book Premium
Political Science Quarterly (PSQ) recently mailed a subscription offer with a book premium on payment. Published by the nonpartisan Academy of Political Science, the quarterly journal examines national and world affairs in great depth. The #10 package reads ?Free book and online access with your subscription to PSQ.? Inside, a letter from the editor details the format of the publication, which is made up of five or six articles written by leading scholars. Each issue also contains up to 35 reviews of new books ?to keep you current with the latest literature on international relations and foreign policy as well as American government and public policy.? On the reverse side of the letter, article titles and authors from every issue since Spring 2006 are listed with a note that a print subscription comes with access to the entire online archive at PSQonline.org. Articles include ?Performing the Northern Ireland Peace Process on the World Stage,? ?Anti-Americanism and Electoral Politics in Korea,? and ?The Rise of a European Defense,? giving potential subscribers a taste of the available content. Also enclosed in the package is a foldout brochure with testimonials and reviews from several notable publications and academics. Paid subscribers receive a copy of ?The Future of Foreign Policy,? as well as online access to content. The reply form presents a cash subscription offer for $49/$88/$118 for one/two/three years. A $35 student price is also listed.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: <a href="http://www.paradyszmatera.com/direct.cfm"> ParadyszMatera.com.