As I sat through a recent Circulation Day seminar on "Direct Mail Creative Breakthroughs & Trends" I was astounded to think that the voucher was still a creative breakthrough. The voucher, for many years, has played a prominent role for many publishers in their direct mail campaigns. Creative testing has focused on improving the voucher through tweaks to envelopes, forms, adding brochures, and buckslips. Not what I consider a creative breakthrough, but for many circulators this format has saved their business.