Brookfield, Wis.

Heather Fletcher is senior content editor with Target Marketing.

Lynn R. Godbersen's brain is so wired to think about agriculture, he doesn't even notice the implication behind his comment about the decision to create a direct mail campaign around feed additives for cattle. "Well, we've got a large sales force, but they've got a lot on their plate," says Godbersen, who represents an important link in the food supply chain to American dinner tables.

In a way, Progress Energy’s recent push to turn its energy customers on to electronic billing affirmed the power company’s message that its product—electricity—can be environmentally friendly and economical to use.

In a way, Progress Energy’s recent push to turn its energy customers on to electronic billing affirmed the power company’s message that its product—electricity—can be environmentally friendly and economical to use.

You’ve heard the old line, “When the going gets tough, the tough get going.” Well, the economy couldn’t be much tougher, and that’s what makes this the ideal time to get moving.

In this uncertain economy and with so many businesses looking for better ways to market themselves through the mail and other channels, could there be a better time to make the case for direct marketing versus traditional advertising? Grant Johnson doesn’t think there has been. “Now IS the perfect time for all advertising and marketing practitioners to discover the accountability, measurability and testability of direct marketing,” says Johnson, who is the president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding counseling firm based in Brookfield, Wis.

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