This is actually a pretty good dm ad, imho...
Arresting headline & image, appeal to emotion, segues to the benefits nicely, and an early example of info marketing in the coupon... (complete with "FREE!")
Of course there's no way to know how it pulled, but the mechanics are all there...
I wouldn't be surprised if it did pretty well.
Lightin' fuses is for blowin' stuff togethah.