Why not just do my own mailing? A solo direct mail piece is without a doubt the most effective form of marketing. Why do you think you get so many catalogues,flyers, postcards, etc. from all of the major companies? Because it works. A solo direct-mail piece is also an extremely expensive form of advertising, typically costing between 50¢ and $1.00 per household. That's fine if you're l.l. bean or macy's, but what about the typical small merchant who can't afford that type of mailing? That's where we come in. The Value Book allows advertisers to pay only a fraction of what it would cost to do it on their own. Because of the large number of merchants in the publication, the cost is about 1/25th of what it would cost to reach the same number of households with their own direct-mail piece. So instead of 50¢ to $1.00 per household, it costs about 2¢ per household to reach your customer.