Direct Mail during the Quarantine
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Amid the widespread slowdowns across the economic spectrum, there’s a potential bright spot in our industry that bears mentioning. “While all corners of the print industry have already been impacted by Covid-19, some sectors have seen less of a downturn...
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Direct is the New Digital When it Comes to Customer Mail
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Direct mail makes us feel special.That stat comes from research from Royal Mail that shows 70% of consumers feel more valued by a brand when they receive direct mail instead of email. (Don’t believe it? Just look at what happened...
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Short-termism and the Short-sighted Ad Campaign
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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...
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What Publishers Need to Understand about Gen Z
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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...
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The Non-trackable Print Ad Myth … Busted
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Perfectly targeted and trackable ads … this was the promise of internet advertising, and the mantra turned into a drumbeat for marketers looking for an easier way to demonstrate performance. The common story was print ads aren’t trackable, so there’s...
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What Futurists Got Right – and Pretty Wrong – Three Decades Ago
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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...
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A Deep Dive into the Plundering of the American Media
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The media business is in the toilet. That’s the opinion of Ryan Cooper in The Week, as he relates the current state of the news media. “Despite the relatively strong economy, thousands of journalists are being laid off every year...
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A Teenager Takes on the Auto Show Brochure
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“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...
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A Tale of Two Publishing Models
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You could say that this century so far has been the best of times and the worst of times for publishers. On the one hand, we have tremendous audience reach made possible by social media and digital content distribution. On...
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A Stark Warning to CMOs Focused on Short-termism
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It’s not the ad campaign; it’s what the ad campaign is doing for your brand. It’s not the marketing campaign; it’s what that marketing is doing to engage and build relationships. This distinction is critical when it comes to understanding...
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