Lockdown opens a window for direct mail

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 01, 2021, 12:43 PM GMT+0

As consumers stay at home in parts of the US, publishers are re-exploring print media to target potential clients. 

Publishers have been trying to reduce their dependence on print business for years. But, the coronavirus pandemic has opened up new opportunities for publishers to capitalise on print channels. Publications like the Los Angeles Times and Texas Monthly have relaunched custom publishing division and offered direct mail services to attract national advertisers.

Los Angeles Times’ chief revenue office Joshua Brandau said, “Through corona we’ve had this opportunity to use the direct mail business because we’ve been able to reach people where they actually are.” Additionally, many advertisers tried the direct mail for the first time and observed around 20% to 25% growth in direct mail revenue over 2020.

Response for print channels is slower than digital campaigns. But, the response rate for print channels ranges from 0.5% to 1.5%.

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