Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729



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Welcome to the Talon Mailing & Marketing July 2009  Newsletter:

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Direct Mail Has Marketing Advantages For Business.
By Ralph Coker

Direct mail marketing has advantages over other marketing techniques. Itís proactive because you donít wait for the potential customer to find you.

Your message is delivered directly to customers or prospects you identify as being likely buyers of your product or service.

It builds relationships with customers because you can tell your story and build your credibility. It sends a targeted message. You can send different messages to different types of customers or prospects that appeal to their interests.

Well-designed direct mail is not treated as junk mail by the recipients. A survey by direct mail giant Vertis Communications found that 85 percent of women in the coveted 25-44 age bracket actually read direct mail marketing pieces.

Among total adults surveyed, 72 percent said they have replied to ďbuy one, get one freeĒ direct mail offers. Of all adults surveyed, 63 percent said they have responded to direct mail discount offers.

According to the Direct Marketing Association, the return on investment of each dollar spent on direct marketing including direct mail is $11.69 compared with $5.24 from non-direct marketing expenditures.

There are several key steps in successful direct mail marketing. The backbone of an effective direct mailing is the list. The best list is the one you compile yourself from existing customers and prospects.

The other source is direct mail brokers; however, you must first identify and define your target audience. Direct mail list brokers have access to thousands of lists segregated by location, age, income, gender, marital status and many other criteria. The greater your understanding of your target audience, the more precisely the direct mail broker can pinpoint your direct mail list. The more precise your list, the more effective your direct mail will be.

The next key step is making the sales offer. Effective sales offers usually have a compelling offer (buy one, get one free), a call to action (visit our store or web site Tuesday) and a deadline (offer expires May 10). Different offers work best for different audiences. Try several small test mailings with different offers, calls to action and deadlines and compare the response rates before making the large mailing. For example a discount or offer of free delivery may get more response than a gift with purchase. If your product has a long selling cycle, you may need a longer deadline than other businesses would. Postscripts reiterating your offer and call to action are effective people read them.

The final key step is getting the word out. That requires writing the copy, designing the piece, printing, stuffing envelopes, stamping and mailing. Allow enough time to complete that process so that your mailing is not delivered after the deadline expires. There are numerous commercial services available to handle that process probably more cost effectively than you could yourself.

You definitely need professional help in the graphic design of the piece. Also, professionals will ensure that your piece complies with postal regulations, otherwise you could end up paying more postage or being denied delivery entirely. Avoid oversized and odd-shaped pieces.

Web Ad Sales Opens Door To Viruses.
By Emily Steel, The Wall Street Journal.

A Complex System of Middlemen, Resellers, Auctions Creates Dangerous Vulnerabilities. 

Recently visitors to the forums section of Digital Spy, a British entertainment and media news Web site, were greeted with an ad that loaded malicious software onto their computers. The Web site's advertising system had been hacked.

A number of such attacks have occurred this year, as perpetrators exploit the complex structure of business relationships in the online advertising, with its numerous middlemen and resellers. Web security experts say they have seen an uptick in the number of ads harboring malware as the economy has soured and publishers, needing to boost their ad revenues, outsource more of their ad-space sales.

Viruses can be incorporated directly within an ad, so that simply clicking on the ad or visiting the site can infect a computer, or ads can be used to direct users to a nefarious Web site that aims to steal passwords or identities. In most cases, the problem becomes apparent within a matter of hours and quick fixes are put in place, but that's not fast enough for Internet surfers whose computers end up infected or compromised.

"The system is only as safe as its least secure members, and some of these members can be strikingly insecure," says Ben Edelman, an assistant professor at Harvard Business School who researches Web security issues.

EWeek.com, a technology news site owned by Ziff Davis Enterprise, in February displayed an ad on its homepage masquerading as a promotion for LaCoste, the shirt maker. The retailer hadn't placed the ad -- a hacker had, to direct users to a Web site where harmful programs would be downloaded to their computers, says Stephen Wellman, director of community and content for Ziff Davis.

Similar attacks occurred across a series of News Corp.-owned sites in February, including AmericanIdol.com, FoxNews.com and IGN.com. In January, clicking on an ad on Major League Baseball's MLB.com led visitors to a site with malware.

Digital Spy, Ziff Davis, Fox and MLB all say that immediately after they detected the incidents, they isolated the ads and removed them from their sites.

Digital Spy sells the ad space on its forums section, visited by three million unique visitors a month, through a number of other companies, called ad networks. If one ad network doesn't sell the space to a marketer directly, it often will sell it to another network. The space also can be outsourced to ad exchanges, another set of companies, which hold an electronic auction for online ads.

"As that chain gets longer, it becomes more and more difficult to vet the ads to make sure there are no viruses in them," says James Welsh, co-founder of Digital Spy, owned by Hachette Filipacchi. "There was a lack of scrupulous checking somewhere along that line, and an attacker seized upon this and used it as a route to inject some very nasty malware onto our site."

Web publishers say they have started limiting the number of companies they outsource their ad selling to and are working with security vendors, such as San Francisco-based ClickFacts, to detect malicious software on their networks and remove it as quickly as possible.

Ad technology companies and Internet companies say they, too, are making efforts to boost the security of their systems. Microsoft, Google and Time Warner's AOL say they use a series of technical and manual procedures to scan for malicious code in their systems.

AOL says that in addition to digital virus scans, it employs a team of people to review each of the thousands of Web sites interested in entering its ad network and each of the advertisers that want to run an ad campaign across these sites. Microsoft says it verifies the legitimacy of the companies it does business with and deploys technologies that scan ads and Web sites to mitigate attacks.

"It is an issue that we take very seriously," says Alex Gounares, corporate vice president of ads and commerce research and development at Microsoft, which operates some of the largest online ad technology systems. "I don't know if it will ever go away. The world has evildoers."

The Post Office Lowers Rates For High-Density Flat Mail.

The Postal Service has had second thoughts about the rate increase that would single out newspapers.

The USPS reversed course and is now reducing rates for high-density flat mail, effective July 19, 2009. Newspapers generally use high-density flat mail to deliver total market coverage products and advertising inserts to non-subscribers.

In a letter to members, Newspaper Association of America CEO John Sturm said the new rates should save the industry $7 million in 2010.

Win Yankee and Ducks Tickets!  

Talon has great seats for you to win.

We are giving away two tickets to see the New York Yankees and the Long Island Ducks!  To win, be the first telephone caller (please donít hit reply or email). Voice Mail messages count so it's fine to leave a voice mail.   Call Michael Borkan at 631-667-5500 x 11.  One set per winner.  All games will have fantastic seat locations. 

  • Saturday July 18th Yankees vs. The Tigers 1:05 PM.
  • Monday July 13th L.I. Ducks vs. The S. Maryland Blue Crabs 7:05 PM.

Do you know of anyone else who would be interested in receiving our newsletter?  Please let us know by email:  mb@talon-mailing.com

To learn more about our company, please visit our web site: www.talon.com or contact Michael Borkan at (631) 667-5500 x 11.

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In this Issue:

Direct Mail Has Marketing Advantages For Business.

Web Ad Sales Opens Door To Viruses.

The Post Office Lowers Rates For High-Density Flat Mail.

Yankee & Ducks Ticket Giveaway!

New Clients

Mike Borkan's Links - Websites you probably haven't seen.

View Samples of our work.

Newsletter Archives

New Clients:

Talon welcomes the following new clients this month to our growing roster of customers:

  • A-List Education

  • Sterling North America

  • Adzoom Media

  • Sign Cental

Mike's Favorite Links:

Some interesting links...

newspaperdeathwatch.com - Chronicling the Decline of Newspapers and the Rebirth of Journalism.

hunch.com - Hunch helps you make decisions and gets smarter the more you use it.

joesgoals.com - Well written, very easy to use goal tracker.

powerpointsermons.com - Thousands of presentations with stills, illustrations, and content to help your power point presentations.

technologyreview.com - MIT's magazine about innovation, with online articles on specific technologies and a focus on the process by which new technology gets out.

The Phrase Finder - This writer's resource spawns ideas for headlines, advertising copy, song lyrics or anyone interested in creative writing.

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Newsletters Archives:

Click here if you wish to see old newsletters. 

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If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: