[Re: Loose Cannon: Clause by Clause, With Claws Out, Direct Newsline, Aug. 22, 2005]:
There is something very fishy about this 100 million figure. I realize the FTC counts individuals, not households, and the number made some degree of sense when it was recently 65 million, about 50% of the total households in America.
But 100 mil? When I look up the Acxiom, Experian, Equifax, or Donnelley household lists for consumer mailings, the maximum number of households available with mailable, deliverable addresses is now around 120 million households. Since the 1990s, it has crept up from 85 million or 90 million, so there are more households and better recording of data than ever in these lists.
Fred Morath
Fred Morath Direct Marketing
Natick, MA
Network
