Welcome to the "Seventh Annual Media Usage Forecast" issue. This is one of my favorite issues of the year, because it helps us understand what our readers are doing, what your concerns are and, hopefully, what topics we can cover that will be most helpful to you.
Results from this annual survey translate pretty directly into the kind of content that gets read in our magazine and on our site, and the things it reveals are always fascinating to me.
The survey is not the only way we determine what our readers want to read. Another important piece of feedback is seeing which articles are read and responded to on targetmarketingmag.com.
Since July of 2012, the most popular sections on our website have been 1) Direct Mail & Postal, and 2) Online Marketing—which includes email, Web design and e-commerce, along with other Web-focused topics.
These are the titles of the five most popular articles:
That may seem like an odd mix of old- and new-world marketing, and to some extent it is. But you'll notice that it closely reflects the results of our survey.
The trends are borne out again by response to our Today @ Target Marketing e-newsletter. Subject lines about email, direct mail and certain hot topics in online marketing get opened and read the most. In fact, the most-opened e-newsletter during that time period had the subject line "Facebook Confirms Data Breach and Massive Vulnerability."
That is the shape of direct marketing as it's reflected on our website and in reader feedback today. Does it match what's going on in your company? Among your competitors? Are those the stories that most interest you? Let me know what you think on Twitter, LinkedIn or by email at firstname.lastname@example.org.