I just got around to reading a few issues of Deliver - a magazine for marketers. Since I don't do much direct mail any more, I haven't been in too much of a hurry to read them. But the magazine offer some really good techniques and success stories of marketers using direct mail. And that's good for whom? Of course, the post office! And guess who sponsors the magazine. Good guess. The post office. I think the US Postal Service has done a fine job of thought leadership marketing without blatantly pushing a postal agenda.

It's like when Campbell's reminds us that "soup is good food." They don't need to mention the Campbell's brand because, with 80+% marketshare, they'll benefit the most when we all go buy some soup. And with a virtual monopoly on direct mail, who will we use when we decide to use some of the great techniques in Deliver?

What are your marketers doing to get your message in front of buyers? Your company's thought leadership vehicle could also be good exposure for product managers and product marketers.