In the rush to focus on digital, you may have missed the fact that consumer usage of direct mail advertising has been on the rise. In fact, direct mail recently surpassed daily newspapers as the leading way consumers get coupons.
To learn more, Borrell Associates surveyed 1,640 local businesses that advertise via the U.S. Mail. The findings are now available from Borrell Associates.MORE
CEO Gordon Borrell says: "Political advertising has gone from an every-other-year bonanza to a never-ending stream of media buying. Understanding what's changed and where it's headed would seem important to anyone involved in advertising."MORE
Political advertising is brought to the forefront during the even numbered years when presidential and congressional elections are being fought and ad dollars show significant spending. However, each year political campaigns and Pacs spend advertising dollars to get their candidates' name and message out. In each election cycle, total advertising and online advertising has seen an increase and will continue to do so.MORE
Those who have read this column over the years have probably seen this quote before:
"If you fail to plan ... you plan to fail."
I believe that so deeply that it has become embedded in my DNA.
But I'm preaching to the choir. You already have plans.
You have a business plan. An advertising plan. A circulation plan. A production plan. A personnel plan. A growth plan.
But (with rare exception), no design plan.More
When elementary school children in Wilson, N.C., go home with communications folders for their parents, so do ads from The Wilson Times.
"Our advertisers love it, because it's not very often that we can give them an opportunity for something that will last so long. We give them visibility throughout the school year," said Shana Hoover, director of sales and marketing for The Times.
The promotion is in its second school year and was presented at a recent SNPA P2P video conference. The ad space sold out in a week, generating $6,455.More