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"New revenue streams can be created for print and marketing service providers by using the Web to drive fulfillment rather than by using print to drive Web traffic," Michelson said. "For example, a cross-media campaign (such as a unique Web address announced on the radio or over the public address system at a stadium) with a landing page can be used to trigger a fulfillment process of direct mail, collateral packages or promotional items. These can be charged at a premium since quantities are low and are based on performance. Additionally, they are incremental costs to existing marketing programs that require no change to the client's marketing mix, so it is an easy add on. The sales cycle for this kind of project is also very short."
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Melissa Busch
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