Direct Mail--A Moving Target

Ray Frick, CEO and president of The Lehigh Press, Pennsauken, NJ, has a unique vantage point on the subject. Frick constructed direct mail dynasties for such printing industry giants as Banta and Quebecor, and is a frequent speaker on subjects relative to commercial printing. Fresh from delivering the keynote address, "Reflections on Our Changing Industry at the Dawn of the New Millennium," at the R&E Council's fall 1999 meeting, Frick outlined a number of specific challenges facing printers of direct mail: