TODAY NEWSLETTERS MAINTAIN THEIR SEAT AT THE MARKETING TABLE as the fragmentation of media continues to erode the effectiveness of mass advertising. Amid growing consumer distrust of advertising and cries for relevant messages, you can hear disappointment echoing through the executive suites of corporations footing the bill.

In fact, a recent study by Roper Public Affairs, shows that most consumers prefer receiving information from companies through editorial content rather than ads. A good 85 percent of those surveyed preferred custom publications to advertising, and 75 percent felt better informed after reading them. Thus, companies of all sizes, from all types of industries, utilize newsletters to retain their most important audience — their customers.