To the casual observer, Publishers Clearing House (PCH) appears to have luck on its side. The nearly 60-year-old company that got its start selling magazine subscriptions has weathered stringent sweepstakes legislation and the accompanying publicity stirred up by Congress; the shrinking of its original customer base; and the not insignificant challenge of duplicating its offline dominance in the online sphere.
It's been the year of integrated marketing, and nothing proves that more than GEICO's appearance on our annual list of the top 50 direct mailers. You've probably seen so much of GEICO's gecko, cavemen and the googly-eyed stack of money that you're not surprised to see it anywhere now. But it's been five years and about $5 billion in revenue since the TV-slick and Web-savvy insurer last mailed enough to make the list.