Direct Mail Outpulls E-mail With Journalists

Posted on by Chief Marketer Staff

MediaMap routinely enjoys a 10% response rate with its weekly e-mail to get journalists to sign up for the firm’s source-finding service. But a few months ago, the company decided to invest 20 times what an e-mail promotion costs in a postal direct mail push.

The mailing was small, but it performed so well MediaMap is planning another 50,000- to 75,000-piece drop for February.

MediaMap publishes online directories of journalists. Public relations professionals pay the firm between $995 to $2,295 a year to access them.

To get journalists to register and fill out a profile, the company offers them a service, SourceNet, which seeks out sources for particular stories. Looking for CEOs who don’t play golf? Register your query at www.mediamap.com/media, and you’ll hear from PR folks who represent those executives.

Of the 175,000 reporters listed in MediaMap’s directory, 75,000 have not provided their e-mail addresses. That’s because they’re a skeptical bunch.

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