North Shore Today

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Many small business owners use direct mail advertising because it's the best way to reach a very targeted local market. Other mass marketing tools, such as major daily newspapers and radio and TV stations, have too broad a reach for tiny businesses servicing mostly neighborhood customers.

What's more, using direct mail is preferable to relying on private hand-delivery services because only the Postal Service can legally leave items in the mailbox. Items delivered by hand-delivery services, left outdoors, often get soaked in bad weather — and are thrown out. Only postal carriers can enter condo & co-ops to reach every tenant.

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