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Direct Mail: Followers of the data god

Converts to the data services doctrine know it can be profitable, but to avoid spending years in the wilderness, you need to keep the faith, says Jon Severs

Talking Business: Signing up to PAS 2020 will help DM to junk public's unfavourable perceptions

Transforming direct marketing (DM) into a sustainable industry is a challenging task. Coupled with the consumer's perceptions of 'junk mail' and wasted communication, the direct mail industry has a tough challenge on its hands.

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