Letters

The Check Is in the Mail–And So Are the Ads
Your well-written Media Outlook special report [Adweek, Sept. 20] falls just short of being comprehensive.
While examining 10 important advertising media, the special section fails to report on direct-mail marketing, the third-largest medium in terms of ad spending, behind newspapers
and television (according to the Direct Marketing Association’s Statistical Fact Book 1998).
Direct marketing is integrated throughout all ad media–direct mail, catalogs, telephone marketing, newspaper, magazine, television, radio, interactive and others.
DMA figures show that direct marketing represents well over $750 billion in consumer sales
and approximately $600 billion in business sales.