Postcards from the Edge

December 2006
by Florrie Binford Kichler

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Postcards from the Edge



by Florrie Binford Kichler


Postcards from the Edge


Meet the humble
postcard—a low-cost, high-impact, versatile marketing tool in the
publisher’s arsenal that improves your competitive edge.


Book marketing with postcards is
one of the most cost-effective and customer-effective direct-mail marketing
campaigns you can launch. Whether you have one title or 200, a postcard with
your book cover(s) on one side and a promotional blurb on the other is
comparatively inexpensive and lends itself particularly well to a wide variety
of promotions. Why? For a baker’s-dozen reasons.


cents vs. 39 cents. The cost
difference between mailing a first-class envelope and a first-class postcard is
15 cents per piece. That means the postage for a mailing of 500 one-ounce
envelopes will cost $195, compared to $120 for 500 postcards. Do the math. With
a monthly mailing, you will save $900 in a year.


production. Two thousand postcards
with four-color front and one-color back can cost less then 10 cents each and
are an instant mini-billboard for your book(s). Delivery time is rarely longer
than two weeks. There are many postcard printers, incl…IBPA Members – Click here to view the full article (login required).

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