Do-Not-Call List -- Direct Mail Boom

Xplor's McCalpin agrees. The creation and delivery of paper marketing materials is relatively expensive compared to other media, he notes. However, companies can effectively use paper marketing media today by using a combination of sophisticated electronic printers and data processing skills.

"Today's electronic printers can do incredible high-speed black-and-white; highlight color; business color; and near-offset-quality full color, so that marketing departments can balance their message against the cost of production," McCalpin adds. "And the sophisticated use of data processing enables one-to-one marketing messages, customized communications and precisely defined recipient groups."