Lisa Yorgey Lester Linda Huntoon

Edited By Lisa Yorgey Lester Linda Huntoon, executive vice president, Direct Media, and chair of the DMA List/Database Council The concern that consumers have about marketing techniques, and the lack of understanding they have of how and why they receive mail—either postal or electronic—is becoming very obvious. I believe the list industry's most difficult challenge in 2005 is to reassure the public that our motives are well founded, and to educate them so they understand that we bring quality to their lives—not clutter. Consumers want control of all aspects of their lives, and their personal information (only list people call it data) is an

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