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Direct Response Marketing

The Perfect Mix: Print, Web and DRTV

1 Jun, 2008 By: Doug McPherson Response

Sprinkle in some print, toss in a dash of Web, stir vigorously with DRTV and you've got a media mix that's a clear recipe for sweet DR success.


She adds that print also reaches the consumer in ways that mobile and other new media are still experimenting with. She mentions another study released this spring from the Consumer Electronics Association, which found that only 11 percent of adults with cell phones are currently able to access E-mail and the Internet on their handsets.

"So, for example, in a doctor's office, if 10 people are waiting to see the doctor, maybe one or two can surf the Web on their phones, and perhaps only one of them can view HTML-encoded pages, which comprises most of the Web at this point," she says. "But all of them can — and often do — pick up a magazine to see a few relevant ads."

Lazkani says that while marketers wait for new media to catch up, they also need to remember that print is "a fixture in areas where new media is still just evolving."

"With print, essentially consumers have something tangible in their hand they know they can count on to be there if they are looking for a specific product," she says.

What's more, Bosacker says print outlets, especially newspapers, are now printing special sections that target specific demographics (health and wellness, singles, married, families, etc.), and he contends those sections are doing well.

Web Can't Be Ignored

But even the most ardent print fans admit the Web can't be ignored. In fact, Novus Print Media has added an online division. "We're changing with the times," Bosacker says. "We got serious about online options about a year ago."

Tracking DRTV to Web Leads
Tracking DRTV to Web Leads

Bosacker says reaching the 18- to 25-year-old demographic through print is getting harder and harder. "They're the wired generation, and they're getting their content via electronic media," he says.

And Lazkani says some publications — Child, for example — have actually stopped print production altogether and simply continued with an online magazine only. "While this is certainly not an option for most, for some it does make sense from a cost and reach perspective," Lazkani says.

However, Lazkani adds that new media is also largely interactive and that it "begs for consumer engagement." Also, it often serves as a two-way communication tool.

Lazkani says there are two key ways to maximize a print campaign with the Web:

Provide additional information and a way of ordering on the Web site, which may handle the bulk of orders. "During the past few years, we've seen products that have had as much as 90 percent of order activity occur via the Web," Lazkani says. "To clients, this means money in their pocket because it eliminates telemarketing costs they otherwise would have been paying without a Web-order method."

Buy packages from the publishers that include both print and online components. "Not only are consumers consulting the Internet to research products or services, they are also seeking out their trusted publication brand to give them more information than what's in their monthly or weekly read," Lazkani says. "Good Housekeeping, for example, has more than 12 million unique visitors per month on its Web site. Factor this 12 million online into the 4.6 million reached by the printed publication, and your overall reach skyrockets — all for a minimal, if any, additional cost."

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