Steve Swasey

Amidst the mayhem of new media such as YouTube, iPods and blogging, using one advertising medium is rarely satisfactory. With consumers wading through an informational glut meant to provide ultimate personalization, marketers must pull out the big guns to ensure their messages are heard. E-mail, direct mail, television and website promotions are only a few of the ways to encourage an audience’s response to a campaign. It’s a delicate balancing act of maintaining enough presence to be seen, heard and responded to, without bombarding a potential audience into annoyance. In the case of direct mail, the most successful campaign is the one that nestles