As someone relatively new to the industry, I appreciate that Direct helps me understand other facets of direct marketing besides what's day-to-day in my bubble. Reading it, and doing additional research on my own in particular areas of interest, has enabled me to develop a road map for the overall business. Naturally, I believe there's always more to learn. I value your magazine and look forward to it with genuine excitement.
However — and please keep in mind that I've only read Direct for a few months and am by no means a historian of past articles — where is the industry's good news? Although I understand the market's current woes, there must be people and companies with interesting ideas and processes that are working effectively around this business/economy shrapnel.
Sure, these guys are getting nicked and perhaps they've sustained some flesh wounds. But they're executing effectively at a time when many are selling below cost to keep the lights on, closing shop and putting their assets on eBay or just flat-out forfeiting them to creditors. These are the guys and operations I'd like to read about.
Besides merely knowing who they are, I want to hear their stories; I want to be absorbed in their world, if only for the duration of an article. Wouldn't a little ray of sunshine showcasing a successful direct marketing business in a magazine being read by direct marketers go a long way?
George Florea
Team Services
Carol Stream, IL
