Keep the Faith
Direct mailers able to survive the recession can emerge as stronger and smarter companies
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But this uncertainty does not apply to all issues across the board. What will not change are certain fundamental truths about how people in advanced Western societies handle their multi-channel environment.
Mobile is becoming a more important channel as cell phones and smart phones grow increasingly sophisticated. Newspapers are working to redefine their role. The Internet appears to have hit a plateau, awaiting the next major technology breakthrough or a viable competitor to Google. Online retail sales fell 3 percent in the fourth quarter of 2008, according to comScore, and Neilsen Online reported a similar 3 percent drop in online advertising in Jan. 2009.
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Murray D. Martin
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