What came first, the print ad or the microsite? These days, savvy marketers are planning offline and online promotion components at the same time, knowing that Web-based elements can be adapted—and even increased in number—as the campaign rolls out. That’s the goal at Taunton Press, the Newtown, Conn.-based publisher of enthusiast magazines (Fine Woodworking, Fine Cooking, Threads, etc.), books, DVD-ROMs and paid Web sites. Target Marketing checked in with Jane Weber, Taunton’s senior promotion manager, to get her perspective on the ins and outs of successfully integrating creative for multichannel marketing campaigns. Target Marketing: What direct response channels does Taunton Press use to promote
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