U.S. Press Blog

Marketers have long debated whether print or digital connects better with audiences. Neuroscience is starting to settle that argument, at least when it comes to how deeply people absorb and retain what they read.

For years, the dominant question in marketing was which channel to use. Email or social? Print or digital? Paid search or organic? A growing number of businesses are now asking a different question first: Who are we talking to, and do they actually trust us?

When you spec a paper with 40% recycled content, do you know what type of recycled paper is actually in it? That 40% might be split between post-consumer waste and pre-consumer waste. What’s the difference? Is one better than another?

New postal rates took effect July 12, with the mailing services price adjustment (Docket R2026 1) resulting in an average increase of 4.8% across First-Class Mail, USPS Marketing Mail, Periodicals, Package Services, and select Special Services. The good news is that a rate change doesn’t have to mean a smaller campaign or a smaller budget. With the right planning, there are real opportunities to keep costs in check while the program keeps performing.

Here’s what most people get wrong about designing print materials: they think the words are doing all the heavy lifting. They’re not. The font is carrying some of the lift, too.

You’ve nailed the design. Your mailing list is perfectly targeted. Your call to action is crystal clear. Everything should work. Then your campaign lands in mailboxes at the wrong time. Response rates tank.

Wide-format printing is booming. It’s not just because bigger is flashier. There are some genuinely smart reasons why more businesses are investing in it.

A truly optimized marketing strategy starts with physical materials (direct mail, postcards, brochures, catalogs), then reinforces those touchpoints with digital follow-up. Instead of treating print as an afterthought or a “nice to have,” fully optimized marketing uses print as the foundation of your marketing to engage your audience, then uses email and digital channels to extend the conversation.

Direct mail is one of the most personal channels in a marketer’s toolkit. When someone holds your postcard, they are holding your brand. That moment is brief, but it is yours to own.