Having gone to college in the frigid Hudson Valley made me appreciate the spring and summer months that much more. That meant wearing shorts to class in April when the temperature was a balmy 58 degrees, or having a party in the park around a bonfire. Whatever the case, the months of May, June, and July were precious to us Upstaters.
Direct marketers also treat these months as precious. There are plenty of moments in May, June, and July when people are watching new television programming, the cost of inventory is lower than usual, and the beginning of the third quarter brings higher response levels.