Here are some reminders, plus a few suggestions for "mid-size" tweaks, to help you score higher response rates — without causing budgets to sink or anxiety levels to soar.
The recession is only one factor to hit publishing with an uppercut to the chin. Add the gradual exodus of readers from newspapers and magazines to the more current (and for now) free internet. The brutal tug of war for diminishing advertising dollars. The lack of a sustainable profit model. Rising postal costs. The greening of America. And, well ... so much more!