A new trade association was launched to provide resources for professionals in the skin care industry. The management wanted to expand an existing newsletter into a stand-alone magazine. This magazine would be offered as a member benefit. Unfortunately, the magazine would also be one of more than a dozen publications targeting this industry. The association was also trying to develop partners to promote membership as well as develop relationships with new, potential advertisers. Since the stand-alone magazine was not available to show before the association was launched and owing to the amount of other magazines vying for advertising pages, this advertising manager thought of a way to forge relationships with the "movers and shakers" of the industry. A press package containing information on the new association, projections of membership growth, i.e. future magazine recipients, and descriptions of editorial content were mailed to these industry leaders. Contained in
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