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Article: In the mail. (evaluation of The Wellness Encyclopedia and Worth's direct mail packages) (Column)
- Article from:
- Direct Marketing
- Article date:
- December 1, 1991
- Author:
CopyrightCOPYRIGHT 1991 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In the Mail
Direct mail is the most actively physical of all media. Other media involve the eye or the ear. Direct mail centers around the eye and the hand. You're always doing something physical with direct mail, even if you're discarding it.
That's one reason why "junk mail" is such a persistent term. Look up the word "junk" in the dictionary: "Any...discarded material, as...paper." Since 95 percent of direct mail ends up as "discarded...paper," it's no wonder folks call it "junk mail."
Since direct mail's power (and problems) lie in its physicality, it's useful to contemplate the physical (and psychological) environment in which American ...