It can cost 19 to 20 times more to reach a person with a direct mail piece than it would to reach that person with a traditional advertising medium because of the cost-per-contact advantages of traditional mass media.

Question

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Traditional mass media, like TV or radio, often have lower cost-per-contact due to their broad reach, while direct mail involves higher costs for printing and postage per individual recipient.

It Can Cost 19 to 20 Times More to Reach