Print in a Multi-channel World --Sherburne

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According to Panaggio, "One-to-one direct marketing is the single biggest entrepreneurial opportunity ahead of us. The direct marketing/Web combination is gaining a much bigger share of market spend…you have to get into PURLs if you are going to do direct mail. To not do it is just plain dumb." He also added, "The key to our business is not the paper, not the print; it is the ability to track results." And he spoke about how PURLs help make that happen.