The following is from the 2010/11 MPA Magazine Handbook: Magazine audiences are growing – and young adults read heavily: The number of magazine readers has grown more than 4% over the past five years. Ninety-three percent of adults overall and 96% of adults under age 35 read magazines.
By Peter Lyle DeHaan, PhD There is a troubling trend in advertising; it is making ad buys based strictly on ROI (return on investment) calculations. This tendency began in earnest with online advertising, which provides readily available performance data, such as impressions, clicks, and leads. Soon, advertisers were justifying ad buys solely using cost-per-click or […]
By Peter Lyle DeHaan, PhD Many people who are not trained in the art of marketing, have the false assumption that they can run one ad and make the phone ring. This is rarely the case. Regarding the need for ongoing advertising, author Debbie Elicksen says it best: “A one-shot ad rarely works. Many businesses […]
By Peter Lyle DeHaan, PhD As if marketers don’t have enough to worry about, the FTC is reportedly considering a “Do-Not-Track” registry. This would allow consumers to sign up to have their Web browsing activity hidden from advertisers. (This effort comes after the consumer favorite “Do-Not-Call” bill, which decimated the telemarketing industry and reportedly cost millions […]
By Peter Lyle DeHaan, PhD As I’ve read the responses (more correctly, the “outrage”) from the direct mail industry to the proposed USPS postage rate increase, I try to put myself in their situation. I would be frustrated too. Like them, I would cut back on mailings, like them I would think about putting more effort […]