DIRECT MAIL - You've Got Mail

Murphy agrees that privacy needs to be a major issue for direct marketers. He contends that privacy is what makes direct mail effective. "I find direct mail being much less invasive than telemarketers, for example," he relates.

"I prefer direct mail over that, because you have the opportunity to look at what you want and participate in whatever catches your interest. And, if it doesn't, you can take care of it in your own private way."