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Article: Direct mail. (Self-Advertising) (column)
- Article from:
- Graphic Arts Monthly
- Article date:
- March 1, 1988
- Author:
CopyrightCOPYRIGHT 1988 Reed Business Information, Inc. (US). 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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Direct mail advertising consists of design, printing, addressing, and delivery. For most advertisers, each of these items is an outside purchase, the post office typically getting the biggest chunk of all. But for a printing firm, many of the necessary services for execution of direct mail are available in-house. Certainly, one of the biggest items, printing, is not an outside expense. Many printers have strong art departments as well as addressing and other fulfillment services under one roof or umbrella. Many readers of this article are with firms who have all direct mail bases covered except delivery to the addressee.
So, direct mail is an exquisitely ...