"Direct Mail unaddressed" new in MA Strategy
As of Thursday, November 26, 2014, the MA Strategy has included the metric «unaddressed direct mail» for the first time, placing it in direct competition with other media categories such as print, radio, TV, movie theaters, billboards, and the Internet.
Of all individuals in the population (6.422 million), 50.3 percent belong to the core user group for this advertising medium. For Direct Mail Company, this high figure is encouraging, but hardly surprising. According to a press release, a similar figure in this range had already been generated in the WEMF-audited Demoscope study on unaddressed direct mail. When compared with other media types and categories, this figure gains even greater significance—a single campaign is sufficient to achieve this reach. In contrast, with other media types and categories, various publications, websites, or broadcasters must be booked to generate such a figure.
