The reading level for this article is Novice
In the early days of the mass-market tax industry, newspaper was its mainstay. The success of TV gradually diminished the effectiveness of newspaper advertising for the tax industry and it became primarily a means to list multiple tax office locations. Eventually, advertising in daily newspapers was eliminated in most major markets. However, newspaper can still be effective in rural markets and as a targeted advertising medium.
Direct Mail Mass Mailing:
Direct mail affords the opportunity to provide detailed information not possible to relay in a 30 second TV commercial or a 60 second radio spot. As a mass media, direct mail is costly, even at bulk mail rates. However, direct mail can be very effective as a targeted advertising medium.
The most cost-effective form of mass mailing is the coupon pack such as Val-Pak and coupon books such as Reach Magazine. The cost of a simple direct mail (bulk rate) letter is at least 30 cents per piece. The cost of a coupon pack or book mailing can be as low as 3 cents per piece including production, or one tenth the cost of solo direct mail. These efficiencies are only available if you buy the coupon mailing for your entire metropolitan area. The mailing cost for selected zip code areas can be up to twice the metro area cost.
Post cards are the most cost-efficient form of solo direct mail. The cost of designing and printing post cards is significantly less than that of a brochure or even a letter (which adds the cost of an envelope). Postage to mail post cards by first class mail is almost as inexpensive as bulk rate mail for a letter or self-mailer brochure when you factor in the cost of the permit. Another advantage of a post card is that it doesn’t have to be opened to be read. A post card with a hard-hitting headline, strong copy, and good graphic design can be very professional looking and effective.
Testing on a small scale is always advisable before committing to a major direct mail campaign.