Putting Direct mail into context

Reverting back to my direct mail, I think the best way to issue it, would be with an issue of the actual New York Times. I would do this in the same way that UK based newspaper, Metro, use alternate covers for their newspapers to promote something, such as a new movie, book etc. One that sprung to my mind in particular was this issue of Metro, promoting the movie "Watchmen." The cover stories & images are completely fictional, referencing the movie & using stories related to it, as though the newspaper was from the movie itself. I really like this idea as it grabs the readers attention & is a quirky, yet effective method of advertising.

I would use my fictional newspaper cover in a similar way, with the promo cover overlaying the official cover and my promotional page (feat. vouchers, story etc) inside.