In commercial magazine publishing this refers to a direct marketing effort designed to solicit new readers and is normally comprised of a number of components including but not limited to: a brochure outlining editorial highlights and the offer and terms ("4 issues at our special half-price rate of $15"); a letter, usually from the editor-in-chief or publisher, which is typically 2-4 pages, anecdotal, inclusive ("We're writing to you because we know you care about literature"), and persuasive; an order form which must include a source code, offer and terms, coupon, methods of payment, return address, additional postage information (ie: add $20 for airmail), etc; an outer envelope (generally with a window, so the label on your order form can show through) often with teaser copy; and a business reply envelope. See coding, BRE, reply coupon.