by Frank Chamberlin
In a tight situation, a radio ad can be on air within a few hours. That’s a benefit of the medium. Well, direct mail has lots of benefits but getting through production quickly, is not one of them. A major mail campaign can easily take a couple of months to prepare. It is very much a detail business. Little details in many cases. But if you don’t attend to every last detail, things can go horribly wrong.