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Article: JOHN WATSON: Ignoring other media proves a costly exercise.(direct mail advertising)
- Article from:
- Precision Marketing
- Article date:
- August 19, 2005
CopyrightCOPYRIGHT 2005 Centaur Communications Limited. 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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The direct industry remains hopeless at convincing the world that it is not just about direct mail. Years ago, the two things were indeed synonymous, and Royal Mail dominated our thinking. Sadly, even though the direct world has moved on, not much seems to have changed as regards how the industry views itself.
Most agencies - and many clients - are still rooted in direct mail and display little or no understanding of other media (okay, some direct marketers manage to unconvincingly mumble stuff about the Web). Royal Mail seems to get agency heads hot under the collar, while the issues surrounding TV rates do not rate a mention. Falling press circulations do ...