This article was written as a rebuttal to the April 13 List Talk piece, Direct Marketing Industry is in Major Jeopardy, by Robert Dunhill.
The direct marketing industry is not immune from market forces. Times are tough.
In the list business, we have our share of “insiders” who have prognosticated the demise of our industry for over 10 straight years. Our industry survived “The Great Depression.” As conditions get worse on the ground, which is characteristic of a recession, their focus is on a hasty exit strategy. Some vertical markets are down while others are ascending, such as healthcare, Hispanic markets, packaged goods and “infrastructure.”
The volume of direct mail from digital presses is expected to grow this year, and in the future. Now that’s a trend to look forward to
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