how would faxing not be the same as getting something in the mail? But then again, who faxes? There is a both a cost and time factor in dealing with the old snail mail. Costs money to ship it, time for it to get shipped, and then who pays for return shipping? If it's the LM's, i bet a lot wouldn't spring for it. If it's AMA footing the bill, now you're looking at two charges for the same thing.

If the idea is to cast as broad a net as possible to try to maximize response rates, nothing will touch the base like e-mail. Don't sell the Leader Members short, they don't need paper to force them to read. Heck, some might even think it's another offer for Nationwide insurance and toss it in the bin.

I'm actually glad to see them thinking about being more cost effecien. I'd like to see them take that one step further and have folks be able to opt out of getting the monthly magazine by mail, they could opt for an electronic version instead.