In vs. off (line) — A "Fight" to the Finish

"The key is that direct mail clients always want the best names, that is, the latest and up-to-date name list, where they've keyed in on demographics and they're getting the better return on their mail projects. The ability to update regularly is done off-line," says Bob Barthen, vice president of non-imaged products at the Quebecor World Direct Division.