Do-Not-Call List -- Direct Mail Boom

While it is still early to assess the long-term impact of the do-not-call list, it does appear that printers will benefit from the new list. "We're hearing mixed reactions at this point," reveals Ted Gaillard, senior vice president of sales for Vertis Inc. in Baltimore. "We've seen everything from take a wait-and-see attitude to acceptance of the list since it helps eliminate wasted telemarketing dollars, which can then be reallocated to more effective media, including print advertising."