The term Old Media and its companion legacy media refer to traditional ways of communication with customers. Printers are generally considered to be part of old media, along with other paperbased industries like newspapers, magazines, and books as well as radio, television and movies. In contrast, new media is digital and includes the Internet, websites and most computer-based forms of communications.
New Media is exciting because it brings new tools to the process of communicating with customers--tools like full color printing, highly personalized sales messages and interactive outreach--as well as empowering prospects and customers to quickly and easliy find reliable information about products, services and vendors.
One of the more exciting examples of new technology is the QR code. QR stands for Quick Response, aptly named because the contents of the code can be decoded at high speed by devices including mobile phones equipped with a camera, net books and laptop computers, desktop computers, cameras and televisions.

Is Direct Mail bad for the environment?
Contrary to what you may have heard from proponents of various "Do Not Mail" coalitions, direct mail is an environmentally responsible way to advertise. Yes, trees are harvested to create the pulp from which paper is made. But the harvested trees are grown specifically for that purpose on tree farms known as managed timberlands. The trees are an agricultural crop, like vegetables on a farm; the trees are not cut down from neighborhood parks or wilderness areas.
America's forestry and paper industries plant more than 4 million new trees each day (or 1.4 billion per year)-that's three new trees for every one harvested.
Recycling is another reason not to fear direct mail. Paper is one consumer product that is fairly easy and inexpensive to recycle. After first use, paper products can be made into corrugated boxes, packaging, newsprint, tissue and even writing paper. According to the U.S. Environmental Protection Agency, annual recycling rates for advertising mail have increased 700% since 1990. In 2008, 57.4% of all the paper consumed in the United states was recovered for recycling. This is the equivalent of nearly 340 pounds of paper for each man, woman and child in America. The paper industry has set a goal of 60% recovery by 2012.

Combine direct mail with e-mail marketing.
The best strategy for communicating with customers and prospects is to use a combination of direct mail and e-mail marketing. According to an Ipsos survey conducted in 2007, 67% of respondents performed online searches for more information on a company, service or product after receiving an "offline" message.
Results from ExactTarget's 2008 Channel Preference Survey supports the strategy of combining direct mail with e-mail. Respondents in that survey gave direct mail a score of 3.9(out of a possible 5) as an acceptable marketing method and gave e-mail a score of 3.7. Three-quarters of respondents (75%) said they made a purchase because of a marketing message received through direct mail, and 65% said they made a purchase because of an e-mail.
Print is here to stay, despite the pace of change affecting printing, it remains a proven way to communicate with customers and prospects. Direct mail marketing, when combined with e-mail, is more effective than e-mail alone. And the affordability of full color means that direct mail pieces can be eye catching and appealing to the target audience.

Due in part to its low cost, the relative ease of conducting a campaign, and the growing availability of e-mail lists, email marketing is increasingly seen as an alternative to direct mail marketing--especially to reach the under 30 year old demographic. However, recent research suggests that digital marketing may not be living up to its original promise. In a survey conducted by Harris Interactive in July 2009, of 2,265 U.S. adults age 18 and above, a majority of respondents stated that printed media is easier to read than the digital equivalent (though they did prefer the immediacy of the digital media). Of those surveyed, 68% said they felt more comfortable when they have something on paper rather than on a computer screen.
One problem with e-mail marketing is deliverability of the message. In February 2010 the president of Return Path, an e-mail deliverability company, commented on deliverability. "Almost 95% of email messages at one point in 2009 were classified as spam, according to a recent study," said George Bilbrey, President, of Return Path. "As IPS's battle the onslaught of spam, the risks increase that legitimate senders will find their emails mislabeled as spam or junk and not reach consumers' inboxes."

In another 2008 study, the DMNews/Pitney Bowes survey, 1,000 American Consumers (split 50-50 between men and women) age 18 and up from ten major metropolitan areas (Atlanta, Boston, Chicago, Denver, Houston, Los Angeles, Miami, New York, Phoenix and Seattle) were surveyed regarding the direct mail marketing pieces they receive. Here are the survey findings;
1. Nearly 94% of consumers surveyed reported taking action on promotional offers and coupons received via direct mail.
2. 20% of consumers reported that more than 10% of the offers or coupons they received by mail led to a purchase.
3. Almost 40% of respondents said they had tried a new business for the first time because of information received via direct mail.
4. Nearly 70% of respondents said they renewed a relationship with a business because they received a direct mailing or promotional item.
5. Respondents stated that information received via direct mail often led to a contribution to a non-profit organization for the first time.
The surveyors concluded that "direct mail induces consumers to touch the offer--recipients of mail are receiving, sorting reading and using direct mail to make purchasing decisions.

Direct Mail
As the amount of advertising on the Internet has grown, conventional wisdom has declared that direct mail marketing will disappear as a way of reaching customers and prospects. To us this sounds a lot like the now-debunked predictions about the paperless office. Every year since 1987, the United States Postal Service has conducted an annual study called "The Household Diary Study." In 2008 the study included 5,312 households who completed a seven-day household diary of mail received and sent for all 52 weeks of the study year. Here are some of the study results;
1. Advertising mail represented 63% of all mail received--an average of about 16 pieces per week.
2. 79% of households said they either read or scanned the advertising mail they received.
3. One in three households said they made one or more purchases as a result of receiving the advertising mail.
Contrary to the prevailing opinion that direct mail is "junk" mail that is immediately discarded by recipients, a majority of respondents in the 2008 Household Study reported paying to attention to the advertising.

Direct Mail