Dear Diary

This mailing from the Humane Society of the United States employs a unique freemium of a diary, but keeps it anything but secret. Written in maroon on the white 4.5-inch-by-8.5-inch outer is the teaser, “The enclosed FREE GIFT will help you throughout your day!” Inside the mailing — sent to HSUS members — is a 3.5-inch-by-7-inch reply device, a BRE, the 4-inch-by-6-inch four-color diary and a 7.25-inch-by-10.25-inch four-page letter.