Jonathan Polley

Take small, manageable steps on the way to big direct mail profits. How do you eat an elephant? One bite at a time. A step-by-step approach can turn seemingly impossible tasks into manageable projects. That's something forms distributors need to remember when considering the direct mail market, where high-volume, high-dollar projects can be a bit daunting. Dick Kuntz, president of GBF Graphics, Skokie, Ill., pointed out that forms sales are fairly straightforward and tend to repeat, while direct mail almost always in-volves new copy—not to mention a proofing process and press checks. "If a forms distributor gets a $10,000 or a $15,000 order,

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