Direct Mail Market -- Market Share from Another Medium?

Murphy is also wary of potential Do Not Mail legislation that, while unlikely, could bring negative attention to privacy issues and direct mail. As for 2004's fortunes, he remains cautiously optimistic.

"National advertising spending is closely tied to the overall strength of the economy," Murphy says. "Marketers must feel confident about the economy before they increase advertising budgets. As long as the economy does not falter, 2004 will be a strong recovery year."