Key Notes Vol. 02 No. 25

Print Continues to Captivate Readers The Magazine Media 360° Brand Audience Report not only confirms the fact that overall magazine media audiences have been growing an average of over 10% per month, but also illustrates the increasing importance of digital platforms and formats to our consumers. Web, mobile web, and video represent 40% of magazine media’s total gross audience, compared to 34% a year ago. “Delivering content created specifically for a particular platform, through the lens of a magazine’s ‘brand umbrella,’ has served to attract new audiences (often younger) to individual magazine brands,” said Mary Bern of the Association of Magazine Media (MPA) in discussing the current state of affairs in the magazine industry. “In the first quarter of 2015 vs. 2014, magazine media mobile web audience grew over 65%, video audience growth is up more than 14%, and many of the brands are reporting that there is very little duplication with their print audience,” Berner notes in an interview with Ellen Harvey in Publishing Executive. She notes that while digital platforms are growing in importance to the magazine consumer, the total print audience is holding its own. Source: Publishing Executive

Advertising Mail More Memorable than DigitalAccording to the Postal Service’s Office of Inspector General (OIG), consumers are more likely to remember advertisements they receive in the mail than ads they see online. The study reinforces previous industry research that highlights the enduring value of advertising mail, which accounted for $20 billion or 31 percent of USPS revenue last year. “[C]ompanies that want to generate a more accurate memory of an ad, for better recall during a purchase, would be served best by physical ads,” the report stated. Physical ads trigger brain activity responsible for value and desirability for featured products, which signal a greater intent to purchase, the researchers concluded. USPS leaders emphasized the effectiveness of advertising mail, as well as efforts to help businesses use mail to link digital and physical content, during the recent National Postal Forum. Additionally, in a series of new videos, the Postal Service showcases Hammacher Schlemmer, Sterling Jewelers and other companies that successfully use mail to promote their products. Source: USPS Link

Undeliverable as Addressed Costs More than You Think Undeliverable as addressed (UAA) mail is a clunky name for a big problem: Mail not reaching its intended recipient because the address is incorrect, incomplete, or illegible. UAA mail is costly to both the Postal Service and its customers – about $1.5 billion a year for the Postal Service and $20 billion for the mailing industry, according to a report the OIG issued last month. But the costs of UAA go beyond just returning, destroying, or forwarding undeliverable mail. For mailers, there are direct costs, such as printing and postage, and indirect costs, such as lost opportunities. A direct mailer has no chance for a sale if the piece never reaches the customer. And an undeliverable invoice either slows down cash flow or, if the piece never reaches its intended recipient, results in no payment at all, as Pitney Bowes notes in a white paper. Furthermore, a company’s customer service costs can jump if irate customers call after getting a late fee for a bill delayed by an incorrect or incomplete address. Source: OIG USPS

Top Reasons to Use CatalogsWhere catalogs where once a direct-response vehicle, they now drive consumers to the internet to place an order online. Increasingly pure-players (Internet-based companies) are also using catalogs as follow-up to a first online purchase. With new formats and the introduction of editorial content, there’s little doubt that print catalogs still play an important role in the retail sector, and will do for some time to come. Click here to view a slideshow on the reasons.

Are You Making the Most of Your Data?Data collection and marketing activation are changing in fundamental ways and publishers need to keep up if they want their clients’ (and their own audience development) efforts to stay relevant. Themes like personalization, cross-device marketing and, of course, getting the right talent to execute against the influx of information available, were discussed on stage at Merit Direct’s 2015 Co-Op Marketing and Interactive Conference this week. Taking advantage of the multiple touchpoints available to marketers isn’t a bonus anymore—it’s a mandate. Marketers should be always striving to tailor their messaging to their targets. And that goes beyond avoiding “Dear Current Resident.” Personalization means adjusting the offer and product, as well. Be careful that Susie doesn’t get a message addressed to Stephen though—your data better be correct. Source: FOLIO: