Direct Mail--A Moving Target

"The sweepstakes business is still an effective vehicle in terms of driving response," he adds. "Whether it comes back next year, I don't know. I think it will be a slow return to previous levels."

Carter has recognized solid growth in other aspects of the market, notably direct-to-consumer marketing, which is attracting pharmaceutical companies, retailers and even catalogers. Plus, with the advent of multi-channel marketing, catalogers are supplementing their direct mail operations with stores, providing more opportunities for printers.