More Proof That Direct Mail Marketing Really Works

News and trade-journal publishers – which together constitute the largest segment of this country’s $140 billion information industry – suffered a 5.4% drop in revenue last year. The biggest losers were newspaper publishers, trade-journal publishers, newswires, and news services. “They are reeling from the dot-com crash,” says Janet Cleary of Outsell, a research and advisory firm (http://www.outsellinc.com/).

One area of information publishing that remained reasonably healthy was newsletters. That’s because newsletters rely primarily on direct mail marketing, not advertising sales, for most of their revenues.

[The tip above is from Michael Masterson’s daily email service, Early to Rise. For a FREE 2-week trial membership, simply visit http://www.earlytorise.com/awai.]

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The Professional Writers’ Alliance

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Published: December 16, 2002

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