Good Time to Test Alternative Print Media

If you haven't already done so, now's a good time to test alternative print media, says Michael Feldstein, director of alternate media for Boardroom Inc. While the cost for solo direct mail continues to escalate due to higher postage and printing expenses, costs for package inserts, co-op mailings, FSIs, statement stuffers and the other choices have risen at a much slower pace, he explains.

Plus, here's another positive: According to Feldstein, the long-term value of customers generated via alternative print media is "generally just as good as direct mail over time." And when you compare their long-term value to direct response TV-generated names, he asserts, they stack up even better.

For more tips on using alternative print media, read the October 2001 issue of Target Marketing magazine