Direct Mail Still a Force in Campaigns

The modern political campaign has fully embraced social media to reach voters, but President Obama and challenger Mitt Romney are still spending massive sums on a more traditional form of communication: snail mail. Mailings are used to attack opponents, make policy promises, solicit donations and help supporters register to vote. “The power of it is still huge because it’s reaching that age group that includes baby boomers, who are still largely more comfortable with direct mail than other, newer forms of communication,” said Paul Bobnak, research director for Direct Marketing IQ...