Media costs reflect reach and capacity – with Direct Mail you get both.
The price paid for media space or airtime depends on the audience and the volume of advertising in medium. But it’s not always the case that you get what you pay for. As media fragmentation reduces the coverage for individual stations and press, media owners try to protect their revenue. Most push media prices up, while their audience decreases. Direct Mail is unique because it does not operate this way.
Index costs for TV, Radio, Press and Direct Mail show how mainstream media have found it harder to maintain their effectiveness, while Direct Mail remains consistently good value. TV and Radio audiences have been fragmented by the growth in number of channels and stations (Cable and Satellite TV/Radio) available and commercial airtime has also ballooned. While press has been loosing readership at alarming rates over the last couple of decades, and the median age of newspaper readers is now 55+. Yet the cost of advertising in these media has risen over the last couple of decades.
With Direct Mail, effectiveness has been maintained with no loss of reach. In fact, most areas have increased in market size due to recent burst in population growth. Stability of price and coverage makes the medium easier to plan and budget for – and there are no capacity restraints or audiences that cannot be reached. You judge your media, remember Direct Mail always gets through.