The Rise of Direct Mail Shows Change in the Use of Print

The global consulting firm McKinsey has recently reported that there is a shortage of advertising opportunities in electronic media. Advertisers cannot find enough reliable properties at this time on which to place their banner ads or in other e-media formats. E-marketing campaigns are still hindered by deliverability issues. These will change, of course. But there is no shortage of direct mail applications, and there won’t be for some time, representing a continued, significant opportunity for print service providers. Direct mail does not have to be complex. A well-designed post card alone with a compelling offer encourages recipients to remember a brand or to visit a web site. Print has always been about creating conditions for action. With that in mind, we need to do put ideas for action in clients, and our own, minds.