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Article: Return to spending; Direct marketers feeling the pressure from spam filters and the do not call list are going back to basics with a big increase expected in traditional direct mail.(Direct Marketing Special Report)(Column)
- Article from:
- BtoB
- Article date:
- October 11, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain 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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Byline: Carol Krol
Direct marketing spending is on the rise for many in the industry, which is welcome news, but the real excitement is centered around good old-fashioned direct mail.
Despite indications that direct mail has taken a hit the past few years, including mail volume declines year over year cited by the U.S. Postal Service, the medium is experiencing a resurgence with marketers.
This turnaround had been predicted by some in the industry. Mike Tuohy, VP-business-to-business at list manager Direct Media, told BtoB earlier this year that he expected a slight increase in mail volume this year, with "a big jump in 2005.''
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