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Direct Mail Fades As Mass-Marketing Channel: Winterberry

This is a headline in Direct, here’s a link to the entire article.

I pretty seriously disagree with the implications of the headline.  The jist of the article highlights how the total direct mail volume is declining — which has nothing to do with the headline.  There are fewer advertisers on TV these days — fewer on radio — fewer in newspapers.

The decline in advertising activity relates to the general decline in the economy, and has little to do with the impact of the medium itself.

While general TV advertising is down, direct response television is increasing pretty dramatically.

What is changing is the economics of the marketplace.  Companies who have not been managing themselves well are fading or disappearing.

On top of that, if anyone sees direct mail as a “mass marketing” channel, they probably should not have been using the medium in the first place.  Every competent direct mail person I’ve every known would have loved to eliminate every non-responsive name they could.

Jacking up mail volume, just to get big numbers is always a losing proposition.

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