Direct Mail Market -- Market Share from Another Medium?

In terms of investments, IWCO sank $8 million into expanding its personalization capabilities. The company added a fourth commingling unit and a DBCS machine with 296 pockets.

The DNC registry has created a ripple effect in added business, "an uptick" for IWCO, according to Andersen. "Is it sustainable? We don't know the long-term impact, but certainly saw marketing dollars moved from telemarketing to direct mail in 2003. The Do Not Mail effort is somewhat of a threat in New York and California, but obviously direct mail is not as invasive. With personalized product, it's still highly targeted and relatively cost-effective."