If advertising trends follow a pendulum model, then we’ve swung quite a ways since the dawn of the decade, when venture capital money was being thrown around like tapioca, just to see where it would stick. Commercials like the famous “herding cats” spot during the 2000 Super Bowl sought to publicize brands by creating a generalized buzz, shooting for the widest possible audience regardless of cost. In today’s distressed economy, advertisers are watching every dollar spent, abetted by the Internet’s ability to take targeted advertising to a whole new level. Lead-generation strategies and measurable data are now top priority, and media companies are responding with a slew of new products designed to lure accounts with the promise of maximum return on investment (ROI).
While every publisher in America must know that postage costs are on the rise, many cost-saving measures that can benefit both individual players and the industry as a whole remain underutilized, industry groups say.
"Both [Magazine Publishers of America (MPA)] and [American Business Media (ABM)] are exhorting their members to do more co-mailing and drop-shipping," says David R. Straus, postal counsel for ABM. "ABM produced a DVD for members to show why this is important."