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• On a typical day, 59 percent of Americans get their news online.
• According to the Direct Marketing Association (DMA), 33 percent of peoplerespond to direct mail by going online.• Mobile marketing is a $2.6 billion per year industry that isprojected to go nowhere but up.
Fewer than half of U.S. households now read daily newspapers.
• Nearly half of all Americans ages 18-24 read no books outsideof those assigned for class.
• The annual household average spent on books and otherreading materials has dropped more than 10 percent in thepast decade.
• According to the Direct Marketing Association, the return on investment fore-mail marketing is often upwards of $60 for every dollar spent, comparedto other online marketing efforts that see closer to a $20 return for eachdollar spent.
• Some 8.6 million households report regular use of online coupons
and whilethe average redemption rate for print coupons is about 1.2 percent, recentstudies have indicated that online coupon redemption rates are upward of10 to 15 percent.
• Revenue from print advertising dropped 23 percent from 2008 to 2009.
• It’s estimated that it costs The New York Times twice as much to print thepublication as it would to send a Kindle
to each one of its subscribers.
These facts are likely the catalyst for numerous trends currently emerging andgaining adoption across the marketing and communications industries. The areasof advertising, publishing, public relations and marketing specifically ….serve toillustrate the need to dive more deeply into the data.
2 “How Media Consumption Has Changed Since 2000 | Pew Research Center’s Internet & American Life Project.”Pew Research Center’s Internet & American Life Project. Web. 10 Sept. 2010.<http://pewinternet.org/Presentations/2010/Jun/How-Media-Consumption-Has-Changed-Since-2000.aspx>.3 “Mobile Advertising to Grow 45% in 2010 to $3.8B :.” Mobile Marketing Watch - The Pulse Of The MobileMarketing Community. Web. 14 Jan. 2010.<http://www.mobilemarketingwatch.com/mobile-advertising-to-grow-45-in-2010-to-3.8b-4840/>.4 Gioia, Dana. Disappearing Ink: Poetry at the End of Print Culture. Saint Paul, MN: Graywolf, 2004. Print.5 National Endowment for the Arts. “To Read or Not to Read: A Question of National Consequence.” National Endowment for the Arts. 2007. Web.<http://www.nea.gov/research/ToRead.pdf>.6 National Endowment for the Arts. “To Read or Not to Read: A Question of National Consequence.” National Endowment for the Arts. 2007. Web.<http://www.nea.gov/research/ToRead.pdf>.7 “Metrics 2.0: Email Marketing Stats, Facts and Metrics - Metrics 2.0 Quick Pack.” Metrics 2.0 : Data-DrivenBusiness & Market Intelligence. Web. 02 Sept. 2010.<http://www.metrics2.com/blog/2006/11/07/email_marketing_stats_facts_and_metrics_metrics_20.html>.8 MarketingProfs. “E-Coupons Gaining in Popularity.” MarketingProfs: Marketing Resources for MarketingProfessionals. 29 Sept. 2009. Web. 13 Feb. 2010.<http://www.marketingprofs.com/charts/2009/3060/e-coupons-gaining-in-popularity>.9 Grasse, Nicole. “Once just a fad, online coupons are catching on big with retailers and shoppers.”InternetRetailer.com. Web. 21 Feb. 2010.<http://www.internetretailer.com/internet/marketing-conference/89118-once-just-fad-online-coupons-are-catching-big-retailers-shoppers.html>.10 “Journalism.org- The State of the News Media 2009.” Journalism.org- The State of the News Media 2010. 30 Jan. 2009. Web. 10 Sept. 2010.<http://www.stateofthemedia.org/2009/narrative_newspapers_intro.php>.11 Ahrens, Frank. “The Accelerating Decline of Newspapers - Washingtonpost.com.” The Washington Post. Web.10 Sept. 2010.<http://www.washingtonpost.com/wp-dyn/content/article/2009/10/26/AR2009102603272.html>.