THE DIRECT MAIL ENIGMA

An Advertising Medium Defying Gravity

Why does this Special Report from Media Group Online, Inc. use the word ldquo;enigma rdquo; to refer to direct mail? Advertisers and consumers rsquo; continued use of the medium is a mystery, a puzzle, as it seems to be defying gravity. There are so many current conditions that should be pulling it to the ground with a resounding thud.

• The cost of printing, postage and fulfillment continues to increase.
• The digital channel, especially mobile, is becoming a much more convenient method for consumers to access coupons and deals.
• Too time-consuming and costly for small, local businesses and retailers.
• The trend towards a paperless society.
• As texting and social media become the preferred forms and channels for personal communications, replacing letters and even phone conversations, the majority of the content in many Americans rsquo; mailboxes is direct mail.