They actually tried a diversification strategy by discontinuing the big-book and spinning up specialty books. The idea was that they could get a higher $/book by targeting specific interests. This helps in the world of prospecting (i.e. buying names from co-ops like Epsilon). It was also a strategy that would allow them to take advantage of bundling innovations at USPS like co-mailing. Obviously, none of it worked which was more of a function of merchandising than anything else.