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Getting In Print

Eyeballs don't spend all day staring at monitors. It's e-marketing time for catalogs, posters and mailings.

This story appears in the July 2000 issue of Entrepreneur. Subscribe »

Up until last year, Jim Daniels spent most of his budget on various forms of advertising, such as e-mails to people who had requested solicitations. As owner and sole employee of Smithfield, -based JDD Publishing, a publisher of books, services and software, Daniels, 35, reached prospects by advertising in e-zines and targeting opt-in e-mail newsletters. In exchange, he got visitors to his Web site and opt-in e-mail addresses for his e-zine.

Although online programs worked well, Daniels decided this past year to try a different approach, an offline one, via a targeted direct-marketing program. After all, he'd already amassed a large internal database of customers' names and street addresses.

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