Direct-Mail Spending Down in 2008 and Still Falling

"Marketers are going through a structural resetting of an understanding of how to use direct mail in the context of a multi-channel, multi-media marketing campaign," Mr. Ratan said. "In this craziness that went down over the last six months, marketers are getting thrown into the water and learning how to swim in terms of learning how to mix channels. Many of the marketers who solely depended 100% on direct mail are starting to experiment with mixes, and when the economy turns around and we come out of this downturn I don't think they are going to stop these experiments."