Released on = October 6, 2006, 12:22 pm

Press Release Author = Ryan Coté

Industry = Advertising

Press Release Summary = American Banker\'s successful test of a faux label was
recently featured in Ballantine\'s monthly direct mail newsletter.

Press Release Body = The Ballantine Corporation\'s September 2006 issue of their
Sample of the Month newsletter featured American Banker\'s successful test of a #10
direct mail package with a faux label. Ballantine\'s newsletter is a monthly online
publication that showcases direct mail projects they produce for clients with
samples, strategies and results.

More information on their newsletter, including a free white paper, can be found at:
http://www.ballantine.com/newsletter.html

This issue featuring SourceMedia\'s American Banker talks about how they were using a
#10 package with a window and no branding on the outer, a 2 color order form and
BRE. They then tested the same package, but with a slightly redesigned order form,
closed outer and a label - one with a real label and one with a faux label - both
containing the American Banker logo.

According to Lou Cassetta, Director of Marketing for SourceMedia, \"We wanted to
capitalize on the American Banker brand equity. We did so by including an actual
label with the AB logo on the outer and then, to cut down on costs, had the outer
designed with a realistic-looking faux label.\"

The response according to Mr. Cassetta was very positive. The redesign with the
real label lifted response by 15% and the faux label lifted response by 17% (plus it
was less expensive to produce).

To read this newsletter in full including samples of the mail pieces discussed,
please visit:
http://www.ballantine.com/som/2006/september/septemberp.html



About SourceMedia:

SourceMedia provides market information, including news, analysis, and insight to
the financial services and related industries such as accounting and technology,
through its publications, industry-standard data applications, seminars and
conferences. http://www.SourceMedia.com

American Banker has provided vital information to banking and financial services
professionals since 1835. American Banker speaks directly to the interests of large
and small institutions, including not just traditional commercial bankers, but
investment and insurance professionals, as well as a growing group of less
conventional players. http://www.AmericanBanker.com


Web Site = http://www.ballantine.com

Contact Details = Ryan Coté, Director of Marketing
The Ballantine Corporation
ryan@ballantine.com
973-305-1500 x206
http://www.ballantine.com