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330-308-3300

Short-termism and the Short-sighted Ad Campaign

27 January 202027 January 2020|Advertising, Marketing

As reporting and budget cycles move to shorter cycles, long-term strategic brand building is often overlooked for the immediate gratification of short-term eyeballs. And according to some industry experts, this reality is helping keep print ad spend low. “Audiences report...

What Publishers Need to Understand about Gen Z

27 January 202009 November 2021|Advertising, Marketing, Publisher, publishing

Thanks to social and behavioral researchers, we know a lot about Generation Z (aka Gen Z, iGen or Centennials.). Born between 1995 and 2015, this is the first generation to be raised on the internet and social media, and the...

Just the Facts, Ma’am, on Direct Mail in 2020

22 January 202009 November 2021|Marketing, Print

Mail volume since 2006 has dropped a whopping 29.5% since 2006, according to USPS data. At the same time, the average response rates for commercial direct mail are up a whopping 173% for home lists; and almost 200% for prospect...

It’s Never Been Easier… or Harder… to Get Your Message Out There

07 January 202007 January 2020|Advertising, Digital, Marketing, Print

For marketers, it truly is the best of times and the worst of times, a position made clear by Royal Mail’s new report titled “Why Mail Cuts Through.” “It’s never been easier for marketers to target an audience,” the report...

What Futurists Got Right – and Pretty Wrong – Three Decades Ago

07 January 202007 January 2020|Advertising, Marketing, Print

Futurist Ray Kurzweil made some wild-sounding predictions as the second millennium came to a close. In his book “The Age of Spiritual Machines,” he predicted we’d be living to 100, computers would be invisible, and privacy would be a massive...

For Magazines, the Pendulum Swings Back to a More Thoughtful Mix of Channels

17 December 201917 December 2019|Magazine, Marketing, publishing

There’s no question that printing a magazine has its challenges, with the fixed costs of paper, printing and distribution and the decline in print advertising. So yes, from a bottom-line point of view it might seem like a smart move...

The Surprising Unicorn of Content Marketing

09 December 201909 December 2019|Marketing, Print

When done well, direct mail has a massive potential to engage your audience and delight your customers. And it comes down to the differentiation power of print, according to Allison Carroll in Content Marketing Institute. “Do you remember the last...

A Teenager Takes on the Auto Show Brochure

14 October 201914 October 2019|Advertising, Marketing, Print

“When salespeople cannot have a deep, business card exchanging discussion with every individual who comes by, the quality of print speaks volumes.” These might sound like the words of a sales veteran with years of experience engaging prospects. They were...

A Delicious Recipe for Baked-in Customer Engagement – Print, Text and Email

10 October 201910 October 2019|Marketing, Print

Regardless of what you are selling, there are two things to remember about today’s consumer audience: we check our mailboxes just about every day; and we like supporting local businesses. For Sandy Hubbard writing in Print Media Center, this was...

Gen Z and the Indie Publishing Model

08 October 201908 October 2019|Marketing, Print

Practically born with their parents’ phones in their hands, the young adult consumer is a conundrum to a lot of marketers. Born between 1995 and 20112, they represent close to 40% of all U.S. consumers, and number close to 73...

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