DESPITE DECLINES IN recent years, cooperative direct mail can still be a useful medium for DMers that want to reach large groups of people at a lower cost than solo mail.
But even though co-op programs aren’t as attractive as they were, say, 10 years ago because of the rising costs of postage, printing, insertion, lists and other expenses, they can still be effective, says Al Stanton, president of Stanton Direct Marketing in Elmira, NY.
For co-ops to work, they must have a lot of advertisers
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