Just because it's a publication reaching mail order people and you're selling imported gift items by mail, doesn't mean your ad will pull from exposure in that publication. Usually, these publications pull a greater response than the ad sheets, but still, they're largest audience is one made up of sellers. Besides matching the profile of your customer with the demographics of the publication, it's also important that you match your selling prices within the average price range of everything else offered in that publication. Your ad MUST appeal to the self-interest of your prospect. It must somehow be different, and better, than all the others,particularly if your product is being advertised in the same publication by other mail order dealers.
Nothing beats originality.
Write your ads from a different angle. Use words to paint pictures of success, wealth and happiness. Eliminate the customer's fears of being taken or ripped off. Picture yourself in your prospective customer's shoes, and give him real reasons to send his money to you. Don't be too determined to sell your primary product from your ad.