2009 was not a kind year to magazine publishers, obviously. Crain's New York Business recently reported that 367 U.S. periodicals closed their doors in 2009 and 64 went to digital-only. However, oddly enough given the economy distress and the explosion of digital media, the pace of decline actually slowed, as 526 U.S. magazines closed in 2008 and 573 went down the tubes in 2007.
As discussed in my Editor's Note, this issue of Inside Direct Mail will be our last print issue. While that is an unfortunate event, the good news is that IDM will continue to live ... on the web, as a weekly e-newsletter.
You have a great product and you know the industry it's tailor-made for, so how fast can you introduce this product ... and in the right way? That was the question Graham Medical, owner of the new MegaMover Transport Chair
Nothing speaks to a prospective donor or customer like an involvement device. Most people seem to find surveys, quizzes and free gift choices advertised both online and in direct mail irresistible.
Each year since 2005, the percentage of retail mailers using premiums has slipped in our Who's Mailing What! Archive. In fact, 2008 represented rock bottom, when only 10.2 percent of retailers put premium offers in their efforts, a full 36 percent drop from 2005. But through the first half of 2009, retailers are slowly getting back into the premium business, with an 11 percent increase since last year.
Last fall, Compassion & Choices, a Denver-based nonprofit organization that seeks to improve care and expand choice at the end of life through support, education and advocacy, was torn. Continue using targeted messaging that focuses on a specific issue it's battling in its annual fund appeal—as had been its approach in the past—or go with broader messaging?
When it comes to direct mail, there's nothing like a black outer envelope with reverse colored type to convey a harsh reality. Add a killer teaser like "Extinction is Forever" and you've got a TKO.
It's been a rough year for publications, including magazines and newsletters. With some closing their doors, others reducing frequency, and others simply slashing staff but trying to maintain the same output (and quality), you'd expect to see less expensive efforts in the mail and fewer premiums in those mailings.
In the B-to-B world, especially when you're targeting benefits managers and human resource managers from corporations with at least 5,000 employees, sending yet another #10 envelope and follow-up email just won't do the trick. These folks are bombarded on a daily basis and tend toward the purge/delete response. But they might, just might, stop for a second with high-impact direct mail, especially if it not only catches their eye, but also starts a conversation.
For some business-to-business mailings, all that's necessary are a lead generation self-mailer, a few benefits and a call to action. However, when you sell a complex product or service, you may need more real estate to showcase your offer.