Direct Mail Outlook -- Meeting the Challenge

“Thus, dollars are being reappropriated from print budgets and other non-measurable media into media that are more easily measured, such as direct mail, online and interactive tools, as well as Web traffic drivers, PURLs, e-mail marketing, widgets and text messaging.”

IWCO Direct’s Andersen cautions that the excess capacity in the direct mail printing space will cause intense pricing pressure. The volatility in oil prices leaves fuel surcharges and energy costs as question marks. As for Do Not Mail initiatives that rear their ugly heads periodically, Andersen points out that the Mail Moves America coalition has done a remarkable job in providing education to lawmakers regarding the ramifications of DNM legislation.