I would say it’s one of our most important marketing pieces. It is a response to every phone call, to every reader, that we get.

We found that it’s absolutely the most important one [mailing], along with our Web site, which is another great marketing [vehicle].

Actually, this is a self-supporting project.

We also do this for weddings. If a bride or groom or mother of the bride comes in with mailing labels, we will send it out to all the guests [on the list], free.