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DMA Joins The Print Council

Friday, March 10, 2006

Press release from the issuing company

WASHINGTON, DC, March 9, 2006 – The DMA announced today that it has joined The Print Council, an industry coalition dedicated to the growth of the print market. “Printed mail plays an important role in the integrated marketing model,” said John A. Greco, Jr. “It enhances interactive marketing campaigns by driving Internet activity. In fact, 38 percent of consumers who receive catalogs purchase through the Internet.” While the direct marketing process is no longer limited to traditional options such as direct mail and catalogs, these and other established channels are actually becoming more important than ever as we find new ways to integrate them with newer, non-traditional channels such as e-mail and Web search. “Today's channels are integrated, customized, response-driven and highly measurable, and the advent of multichannel direct marketing means we have more opportunities than ever to interact with customers and prospects,” added Greco. DMA intends to service its members in the catalog and other print based segments by leveraging the Council’s efforts to maintain and increase mail volume through education, market development, advocacy and research initiatives. “Online consumers are twice as likely to make an online purchase after receiving a catalog,” said Ben Cooper, executive director, The Print Council. “DMA’s decision to join illustrates its commitment to serve its industry by supporting the printed mail channel, a crucial element of a successful integrated marketing strategy.”

 

 

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