‘Trends & Future of Direct Marketing’ (Part 2) – PRIMIR Summary

Challenges to Print. (Double click to enlarge.)

Despite the positive outlook revealed in the research study, numerous trends will have a significant impact on catalogers and their service providers. These include: changes in catalog size, circulation, and frequency; personalization and versioning; postal costs; competition and integration with other direct marketing channels; and, implications for print suppliers.

Flyers and Inserts
Preprints and free standing inserts (FSIs) are typically distributed through newspapers; many are also delivered directly to the home through mail or hand delivery. FSIs are proven as an extremely cost-effective means of allowing retailers to reach their targeted customer.

The FSI market is robust and one of the few bright spots for newspapers. The continued health of this category has confounded those who predicted its demise along with falling newspaper circulation. Kantar Media indicated that FSI spending increased by 7.6 percent in the first half of 2010.

The research found that retailers plan to continue to use flyers and inserts, in conjunction with loyalty programs, web-based information, and perhaps e-mail, mobile communications, and social networking tools.

Secondary advertising in the form of ride-along inserts with bills and statements is the most prevalent form of print-based direct marketing for transactional mailings. In recent months a great deal of attention has been paid to transpromoóadvertising printed directly on a customer’s statement. Thus far, however, the reality has not lived up to the promise.

In next month’s final article of this series, we will examine non-print direct marketing and integrated cross-media marketing. The ”Trends & Future of Direct Marketing” research study was published exclusively for members of PRIMIR, the Print Industries Market Information and Research Organization.

To learn more about the study or PRIMIR membership, contact Jackie Bland, PRIMIR Managing Director, at e-mail: jbland@primir.org or phone (703) 264-7200.

Source: NPES News

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