June 11, 2020
An Old Medium Is New Again
I’ve designed more than my share of direct mail pieces over the years. Some years back I did one for Philips Publishing that ended up being mailed over 20 million times and served as their “control” for several years.
But it seems that now direct mail is “old hat,” if not prehistoric. Right?
Not so fast, sports fans. Adweek has just published a piece (advertorial perhaps?) by Christopher Karpenko, Executive Director, Brand Marketing, for the United States Postal Service. Granted, he has an obvious agenda—pushing the use of the U.S. Mail. Nonetheless, he points out that combining direct mail with contemporary digital media tools can make a lot of sense. Check it out:
Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara).
Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government.
Special Expertise: The interface between human behavior and the media. It's all about "media in mind."
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