With the recently proposed postal rate increases of 6.4 percent by 2001 and changes in mail processing that could eliminate any hope for discounts offered for mailer worksharing, many direct marketers have found themselves looking for alternate ways to market their products and services in addition to traditional Standard A mailing. In fact, aside from postage increases, the CPM for solo direct mail rose steadily between 1994 and 1998, during which the cost to mail a control package increased $60, according to Capell's Circulation Report (spring 1998). As a result of these trends, alternate media—with its cost advantages and targetability—could be the wave
Malcolm M. McClusky
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