Evolution of a 28-year Long Copy Control

by Steve Hill

Posted: 11 years ago 2 replies

COPY WRITING

This is an interesting look at International Living's long copy control piece, which has been running for 28 years. It discusses some of the changes they have tried over the years, as well as the venture into online marketing for the control.

IDM-AWAI Premiere Issue

#28year #control #copy #evolution #long

Don Schenk 11 years ago

If you hit "print" the website turns the document into an 8 page .pdf which you can save.

:-Don
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- Steve Hill 11 years ago
  
  Originally Posted by Don Schenk
  
  If you hit "print" the website turns the document into an 8 page .pdf which you can save.
  
  Good point - I like the way this particular digital publishing platform handles the PDF conversion process, as you can PDF any desired combination of pages.
  
  It's interesting to note the changes in International Living's core demographic. While the letter itself has remained largely unchanged in 28 years, the demographics and marketplace have changed considerably.
  
  To me, this particular control (one of the longest in the industry) illiustrates the timelessness of human nature. While the world around us has changed in profound ways in the last 28 years, the same core emotions appeal to us.
  
  In this case, the group it appeals to has changed over time, but the appeal itself is relatively timeless. I can see a caveman from thousands of years ago connecting with those opening sentences, as well as a space colonist from thousands of years forward.
  
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Evolution of a 28-year Long Copy Control

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