Pressures bear down on direct marketers

摘要

Direct marketers are about to have a lot more on their hands than marketing, if recent legislative and regulatory activities are any indication. From postal-rate increases to taxes on Internet sales to restrictions on data collection, the fate of direct marketers increasingly seems to be in others' hands. In the short run, increases in mailing costs present the biggest headache for companies that do a lot of mailing. The U.S. Postal Service recently announced plans, subject to regulatory approval, to increase postal rates dramatically, a move the Direct Marketing Association decried immediately.