Nick Schellong

Seed buyers represent good pickings for mailers of all sorts (735 words) By Dan Pastorius Every spring, gardeners turn up their soil for another year's worth of glorious flowers and vegetables. Indeed, an estimated 80 million Americans garden as a hobby, according to the Web site LandscapeUSA.com. With so many enthusiasts, is it any wonder the seed market can be lucrative? And the direct mail market for plant seeds is a strong one that enjoys high response rates, say industry experts. "People who love [plant] seeds love to shop by mail, so they're direct mail responsive to all kinds of different offers," says

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

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