Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 8

You’re flipping through a magazine when your attention is caught by an interesting ad for product XYZ. To order, all you have to do is call a convenient 800-number or visit a website.

Print ads can be an inexpensive way of doing direct marketing, and the wide variety of consumer, trade, and technical publications offer marketers the opportunity to target specific market segments. However, a print ad in a multipage publication is competing with many other messages (including other ads) for the reader’s attention. Also, news about the decline in subscriptions means fewer potential readers for your marketing messages.