In this podcast episode, BIA's Nicole Ovadia interviews Jay Loeffler, the Chief Revenue Officer of Valpak, to explore the significance and adaptability of direct mail in a world dominated by digital channels.

They discuss attribution, political crowd-out, the complementary nature of direct mail to TV and radio advertising, the economic reasonings behind advertiser decisions, and the impact of continuously changing consumer behaviors, which includes how Gen Z is rediscovering the allure of physical mail.

As Loeffler explains, direct mail bridges the gap from browsing to conversion by delivering tailored content and deals that resonate with consumers across various demographics.

Listen now and download (here) a recent survey of local businesses and their plans and priorities for advertising in 2024.