The medium is more practical than video and less expensive than high-quality paper reports for conveying complex information. CD technology also enables the audience to link to the web and back to the CD very easily. The Clear the Air Campaign launched an effort to promote the use of daily ozone data by TV weathercasters. With the help of the American Lung Association and Planet Vox, they produced a CD that explained the data, how to use it, and why it is relevant. They included testimonials from weathercasters, who said the data was useful, reliable, and engaging to viewers.
Direct mail reaches people directly.
It carries a message that is unfiltered. It can be done on short notice. And it does not have to be expensive. The Washington Post is paying no attention. Citizens form a PAC to level the playing field.