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Article: Direct mail: still a reliable source for consumer marketers: the use of direct mail by magazines may have declined in the last 20 years, and volume is under constant scrutiny for significant cuts, but the format remains at the heart of the source mix.
- Article from:
- Audience Development
- Article date:
- March 1, 2009
- Author:
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WITH TIGHTENING BUDGETS and rising postal and paper costs, one would think that direct mail would get put on the back burner--quite the contrary. A fair amount of publishers still, in fact, swear by direct mail as an important marketing tactic, especially for their core audiences. But that doesn't mean consumer marketers aren't feeling the pinch is some form or the other.
AD spoke with audience developers from Hearst, Emmis Communications, Ogden Publications and Kiplinger's Personal Finance to find out how the economy is (or isn't) effecting their use of direct mail and what they're doing to better target their key audiences. We ...