Cross-Media Services — Shops Sending Mixed Messages

Printing continues to be a major direct marketing channel, but not the only one. Response rates go up exponentially when messaging is reinforced through the use of multiple media channels, he says.

In terms of its in-house capabilities, those channels are chiefly print, Websites and e-mail. The company also has produced some Podcasts and has worked with partner organizations on broader marketing campaigns that utilized electronic media (television and radio).