Direct Mail--Enough Elbow Room, Growth?

According to Gargano, databased marketing efforts will result in flat levels of product volume in 1999, with growth coming in the form of more sophisticated in-line finished products and greater use of personalized formats.

"Mature segments of our business, such as cards, order form envelopes, non-personalized letters and other basic direct mail components, will not offer any significant growth opportunities," Gargano forecasts. "This is why we have decided to expand and upgrade the personalization capabilities of our group."