[Re: Loose Cannon: “I Read The New Today, Oy Vey,” Direct Newsline Nov. 24, 2003]:
We here in the Windy City are honored and impressed by your reference to, and knowledge of, our media market.
Copy length is typically a function of offer, financial, chronological or other commitment. Counter-intuitively, long copy has tested effective over the years. As the environment changes, such test results can become obsolete and must be revalidated. I suspect the answer on the consumer side lies in segmentation based on educational level.
Terry Nugent
Director of Marketing
Medical Marketing Service Inc. (MMS)
Wood Dale, IL
Network
