SOI--Direct Mail Finds Better Direction

Bob Cronin, president, Mac Graphics Group, Oakbrook Terrace, Ill., concurred. "We are seeing smaller, more targeted mailings," he said. "And customers who want to reach the right consumers will utilize our expertise in the consumer market."

So how is this affecting profits on direct mail print jobs? Iafelice reported that the product's relative margin is dependent on the size of the mailing and type of services offered. "If all a distributor does is put paper in the mail, there is not much of a margin," explained Iafelice, "but if distributors utilize intelligent services, the margin is higher."