Do-Not-Call List -- Direct Mail Boom

By Caroline Miller

Associate Editor

Direct mail printing may be on the verge of a renaissance, thanks in part to the new national "do-not-call list." The result could prove to be a cash cow for many direct marketing printers.

"The Federal Communications Commission's (FCC) do-not-call registry presents an interesting challenge for marketers," says Tim Stratman, president of RR Donnelley Direct in Chicago. "In the short term, we anticipate that marketers will reevaluate their marketing mix and will rely on other communication vehicles, most likely direct mail."