White Paper: Electronic Alternatives and Direct Mail Marketing
New media are said to be altering the competitive landscape of advertising by leveraging new technologies. A key question for the mailing industry is, how are these new media affecting demand for direct mail and other print-based media?
As the Internet exploded, initial adoption rates suggested that electronic media would eventually command the lion's share of advertising expenditures and, in particular, threaten paper-based media such as print and direct mail. Later, as Internet advertising became better understood, some observers began to indicate that the new technologies might actually preserve and complement the traditional media.