Did Digital Kill Direct Mail?

The chart below give you a 10 year look at advertising spend for direct mail, newspapers and internet. The results are not what you may think based on the headlines you see so often. “Print is dead!” “Print is a dinosaur””It’s all about the internet now”…and on and on to insanity. However, the facts are clear and savvy marketers already know that print is far from dead.

In fact, the internet has actually strengthened the direct mail industry as marketers have learned that direct mail is one of the most powerful ways to drive traffic to their sites where they can interact with the customers more.

The real casualty resulting from the internet boom is the newspapers. The old search directories like newspapers and yellow pages are dead and buried with the dinosaurs. They have been replaced by the faster, easier and more effective search tools powered by the world wide web.

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