Print Remains Relevant
Just like the internet was supposed to be the end of the magazine and book business, we’ve heard that with mobile phones and Google no one will be using our resource guides anymore. Yet, we receive calls every day from residents who want to update their community listing or would like a copy of one of our resource guides. People who find our guides more useful are new movers, older people, and residents in rural areas. We also know from our call tracking data that the guides are being used regularly.
Additionally, several studies in recent years have found that prospects continue to respond to direct mail messages at higher rates than other advertising methods. This is one reason why large brands continue to spend huge sums of money on direct mail. Just like direct mail, our guides go to every mailbox in a community’s zip code. But, unlike a postcard or mailer, most people keep their community resource guide all year. Plus, because our print and postage costs are shared with other advertisers in your community, our guides can be a cost effective way to take advantage of Every Door Direct Mail (EDDM).
