PRINTER news

Direct Mail Is Top Influencer for Purchasing Decision for Internet Users.

More than three-quarters of ExactTarget's "2008 Channel Preference Survey" respondents said they had made a purchase in response to direct mail. Nearly two-thirds of those surveyed said they had made a purchase because of a marketing message received through e-mail. The top four of seven channels are broken down by age groups, but the complete chart (including messaging via social networks, instant messaging and RSS messaging) can be found on Print in the Mix.

Online Coupon Clipping Up, But Sunday Newspapers Remain Top Source.

According to a recent analysis by consumer/media measurement firm Scarborough Research, the Sunday newspaper remains the No. 1 place for acquiring coupons, with 53 percent of households getting their coupons there. Analysis also shows that Internet coupon usage is increasing, with 11 percent of households currently obtaining coupons via the Internet.

To read these and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).