Business Services Industry
Going Where Your Prospects Go.(using alternative media)(Brief Article)
Target Marketing, July, 2001 by HATCH, DENNY
STRATEGIES FOR USING ALTERNATIVE MEDIA TO SURROUND YOUR MARKET
WHEN I STARTED out in this business back in the 1960s, bulk mail postage cost as little as 2 cents and 3 cents. Consultant Paul Goldberg reminded me that when list rental prices went up from $12.50/M to $15/M, the industry screamed bloody murder.
What's more, back in those halcyon days, people did not receive much advertising mail; your piece would be scrutinized and acted upon.
Today, direct mail represents a very different story. The basic bulk mail postage rate is a whopping $250/M. If you mail a good deal and mail carefully, you can get it down to $150/M, but that is still a ton of money. Add to postage the cost of list rental, which averages $100/M, and you are...
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