Keep the Faith
Direct mailers able to survive the recession can emerge as stronger and smarter companies
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This development is especially troubling for direct mailers because, unlike previous recessions, the media landscape open to advertisers has vastly expanded their range of choices. During the last severe recession in 1980 to 1982, mail volumes actually grew more than 7 percent. The Internet or mobile marketing in those days didn’t exist to drain away marketing dollars that might otherwise go into mail, or to compete for these dollars when the economy starts to recover.
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Murray D. Martin
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