Annual spending on print advertising hit $76B in 2017.
Print advertising includes:
1) Newspaper circulars
3) Direct mail
Spend on print advertising is up 85% since 2012!
Direct mail is the original medium for audience targeting and laidthe groundwork for much of what we take for granted (CRM targeting, etc.) with digital today.
Smart idea. Buy both direct mail and digital against the same audience/data source and segment based on likelihood toreceive/respond to a message from each.