PI 400 -- Direct Mail - The Direct Approach

* The demise of companies without good name recognition will reduce the market.

The 2001 campaign also proved to be a challenge for the direct mail sector, according to Susan Henricks, president of RRD Direct, a division of R.R. Donnelley & Sons, Chicago. Agency billings were off significantly from 2000, she notes, which had a "ripple effect" on the sector.