Another one to Read about on the Subject, unless I missed it in Glenn's and Dien's comments and links...

Good ol' Readers Digest's... From way back when...

QUICK SCAN...

How to Do a Dry Test | Direct mail content from Chief Marketer
chiefmarketer.com › Direct Marketing › Direct mail
1 Feb 2007 – In this excerpt from his new book, Gordon W. Grossman offers tips on how to dry test products. ... Reader's Digest created a systematic and disciplined approach to testing new products, primarily because of the creation of ...
http://tinyurl.com/7o8m7j7

Phil