Direct Mail Advertising Makes a Comeback

Social media, email, and Web ads seem to be making big inroads against magazine, newspaper, radio, and television advertising. Yet, direct mail, one of the most traditional ad media, seems to be evolving into a crucial component of the new integrated mix. What's behind this trend? Is it sustainable? What opportunities does it present? We'll provide the answers.

According to the Direct Marketing Association, U.S. commercial and nonprofit marketers spent about $170 billion on direct response marketing initiat.....