DIRECT MAIL OUTLOOK — POSTAL REFORM IN PERIL

Postal costs may be out of the printer’s hands, but that’s no reason to view the future of the segment sans optimism. It is those elements than can be controlled that sets one direct mail printer apart from another.

“We’ve had the most success when we begin conversations with customers very early in the process,” notes Dave Colatriano, senior vice president and general manager, direct marketing, for Vertis Communications in Baltimore. “It’s important for printers to understand their customers’ goals, audience and budgets. With this knowledge, they can work together to define solutions in the areas of formats, targets and multi-channel approaches.”