The recently released Borrell Associates report “Direct Mail Doomed, Long Live Email,” projects a 39% decline for direct mail over the next five years, from $49.7 billion in annual ad spending in 2008 to $29.8 billion by the end of 2013. And if that isn’t devistating news enought… they also predict that Direct Mail will never recover from the downfall.
The report has put many printers in a panic mode- hands over the ears, heads down and all! Printers that ignore these brutal facts are heading down a dangerious road. Face it!.. The “good old days” of print as we have known and loved it for centuries are never coming back. And if you continue to operate your business the same way, it is doomed to failure.
On the other hand… those that face these brutal facts head on, and react to the new trends and strategies in the industry, will gain an signifcant advantage over the competition.
Print is certainly not completely dead, it just needs to find its place in the new age of marketing. Print marketers need to eduate themselves of new technologies and pass this education along to their customers. By getting involved now with technologies such as Personal URLs, print service providers can add significant value to their service offerings and increase their credibility with customers.