It’s a simple dictum: Get creative. And in the past it almost seemed like a luxury, partly because the numbers were on our side with the mass mailings. How much that will be the case in a troubled economy, however, remains to be seen. I just returned from an industry trip, where I gathered some answers. It was the Direct Marketing Association (DMA) 2008 show in Las Vegas, beginning Oct. 11, and it included attending the 2008 International ECHO Awards hosted by “Tonight Show” host Jay Leno at the Bellagio Las Vegas. Leno was passably funny, but he stuck to his usual

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