The
Power of Adlits and Weblits
Who
would argue with the productivity of the inexpensive literature release?
A descriptive paragraph and a copy of a brochure sent to the right
editors will almost always generate a healthy quantity of good quality
inquiries at an extremely low cost.
The
only problem is that you cannot control whether or when these powerful
little editorial mentions will appear. And you can't expect editors
to repeatedly give you exposure.
The "adlit," the paid equivalent of the literature release, usually
performs on par with the "free" publicity pick-ups. But unlike "free"
publicity, you control when they appear and how your catalog is
described. You can run them as often as publishers create the special
section where they appear. And, they are a real bargain, typically
costing less than those other wonderful inquiry generators, publication-sponsored
postcard decks.
For
any marketer looking for good quality, low-cost leads, adlits can
be a valuable program addition.
