Direct mail is tried and true for radio broadcasters   Leave a comment

Chances are if you’re in radio, you’ve used direct mail to increase your ratings. Whether you’ve sent a full sized, fold out piece to promote a contest, a postcard to let your listeners know about a line-up change or a 6 x 9 postcard with your summer concert schedule, you’ve likely found that direct mail is a tried and true method for increasing your ratings.

While Arbitron continues the transition from diary to PPM measurement, radio stations are continuing to find a well-designed direct mail piece continues to be a reliable way to influence listeners.  The USPS says that “98% of consumers bring in their mail the day it is delivered and 77% sort through it immediately.”* People want to get mail that interests them…so much so that they have made checking the mail an important part of their day.  In fact, the DMA says that 79% of households read or scan direct mail they receive. ** Impressive numbers.

Budgets have been tight for the past several years, for everyone. As marketing dollars begin to become available again, the wise radio station will put direct mail back into their marketing plan. No other method of marketing has this depth of reach…and none have the same level of tactile impact. Direct mail has a proven track record in the radio ratings game. Are you planning direct mail this fall? I’m betting that your competitors will be.

*Deliver Magazine, June 2011. ** 2010 DMA Statistical Fact Book.

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Posted July 18, 2011 by Dee Dern in Direct Mail

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