Pressures are mounting on the publishing industry. They can be viewed “either as the light at the end of the tunnel, or the incoming train,” quipped Tom Corry, in his session at the Direct Media annual Client Summit and Co-op in White Plains, NY on Tuesday.
Direct marketers must contend with data privacy; legal and legislative challenges; postage increases; how to compete with free Internet content; decreasing interest in continuity programs; and increasing pressures from mergers and consolidations throughout publishing, said Corry, president of his own direct marketing consultancy. He offered seven survival strategies to deal with these pressures.
* Get back to basics. “The days of being a specialist
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