Mailing Services -- Check's in the Mail(ing)

"In mailing, the key is data, data, data," says McPherson. "In fulfillment, it's organize, organize, organize. It's a lot harder and riskier. I've been arguing for years that these are two different things."

CRW Graphics has built up both a fulfillment business and a mailing specialty, and Weiss notes some critical differences. "As a printer you really need to know how much of everybody's materials you've got, and you have to go periodically and physically check it, and keep track of what's becoming obsolete."