Unlike radio, television, or even newspapers, magazines last for long periods of time and are often read by more than one reader. The advertisement will last as long as the magazine. Direct mail has grown enormously since its beginning. Direct mail reaches a specific target market and may even be used in the form of catalogs, letters, postcards, coupons, circulars, price lists, or business cards. The rate of return in a national direct mail campaign averages 2 to 3 percent.
Directories also provide a specific target market.
The most common form of directory is the Yellow Pages of the local telephone book. The directory provides a long-lasting advertisement, usually published annually. Often its life expectancy is the longest of any promotional message- a year or more, or as long as the directory lasts. Outdoor promotions is an area that is often under-used but still successful. The use of billboards, buses, and taxies may be developed and effectively used.