Your article about the spike in use in door drop marketing (MW February 10) was illuminating. Unaddressed mail is often derided, a bit like a classic car – attractive but old-fashioned.
However, in modern times this is one dinosaur that still kicks like a T-Rex. As the article points out, technology is very much behind its continued impact. Better data modelling and postcode targeting tools are playing a massive role.
If the pen is mightier than the sword then, as your research so emphatically shows, the leaflet is still mightier than TV, radio and email advertising.