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Article: Mail Order Top 250+. (Cover Story)
- Article from:
- Direct Marketing
- Article date:
- July 1, 1991
CopyrightCOPYRIGHT 1991 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In 1990 mail order suffered from the double shock of the carry-over effects of the previous year's postal increases and the devastation of the general economic downturn. Mail order as a large and mature channel of distribution could no longer shake off the effects of business downturns as was possible in the years of consistent growth from relative infancy in the 1970s.
The forces which had propelled mail order growth in the 1970s and which succeeded in overriding the effects of previous business downturns, were: (1) the influx of women into the workforce; (2) the explosion of double income households; (3) the supremacy of mail order specialty merchandising over ...