From Mr. Carn Catherwood: November, in spite of the fact that there were no major advertisements, was a good period for incoming mail for the Italian Department: 5,336 pieces. December, with the impetus of an ad in READER'S DIGEST coupled with the beginning responses to our direct mail campaign, broke all previous records with a total of 11,082 cards and letters received. November and December combined netted an average of over 500 responses per month to the television broadcast, up from previous averages of around 300. The two months also saw 7,049 pieces of literature being sent out. By the end of the year circulation for the Italian edition of The PLAIN TRUTH had reached an all-time high of 68,013.
We are continuing to receive responses to our fourth and largest READER'S DIGEST ad, and are expecting a greater return than from any of the previous ads. The ad, run in the December issue, is four pages in length, the third and fourth pages being a fold-out from the back cover. READER'S DIGEST has an Italian circulation of about one million, so we hope to pull at least 11,000 responses.
With our present direct mail "shot" of 200,000 letters (still in the process of being sent out), God has opened to us a new medium of advertising. Each direct mail package contains a flyer (8-1/2" x 11") in the form of a letter from Mr. Herbert W. Armstrong, which introduces the reader to The PLAIN TRUTH and describes in four pages of text, with a few four-color illustrations, what the magazine is all about. Also enclosed is an attractively designed response card (half of the mailing will have return envelopes for the response cards).
Thirty thousand direct mail packages have been sent to the Italian-speaking region in southern Switzerland and the remaining 170,000 are going to major population centers in Italy, including Rome, Milan and the east coast of Sicily. The lists, which we have obtained through BBDO, are "up-market" (good quality) and consist chiefly of mail order buyers. To date we have received an encouraging 3,642 responses.
Some very positive news concerning Television Monte Carlo, the station which airs "The WORLD TOMORROW" telecast in English with Italian subtitles: they have renewed our contract for 1985 and at the same rate as for 1984! In addition, our time slot has been moved from 12:30 pm to 4:30 pm, a much better time. We are hoping that the new time will help increase response figures.
In 1984, 43,407 new subscribers had been added to The PLAIN TRUTH list — a 33% increase over the previous year. Circulation is up 57% compared to 1983. The number of co-workers at the end of 1984 was 37, up from six in 1983. And we now have 203 donors, a 178% increase over the 73 in 1983.
Regular contributions from members, co-workers and donors in Italy (excluding Holy Day offerings) averaged an 88% increase for the year. 1984 was the first year for the Feast of Tabernacles in Italy income from the Holy Day offering of the 600 who attended almost tripled our Italian bank reserves!
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