LAST CALL: BWR displays the clear way to send holiday greetings

First there was the death of irony, then the death of mail. While

the former was no great blow to the PR industry, the latter left us

scrambling for ways to get our messages out - and opened.

LA-based Baker Winokur Ryder, not about to let a little anthrax spoil

their missives of holiday cheer, bypassed terrorist scares by sending

their Christmas greeting cards in transparent envelopes.

"We started doing it so people could look inside without opening it - in

case there was some suspicious powder in there," says BWR's Henry


"Now we're getting stuff from other people in clear envelopes."

Eshelman may be on the cutting edge of a translucent trend. Other

companies - such as Talk magazine - are also sending clear envelopes

this season, proving that rather than winter white, this season's hot

look is see-through.

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