Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.

“I’ve officially had enough, and I’m done sitting around letting it happen. This morning I paid $3.97/gallon for regular unleaded gas.”
I wrote the above paragraph just three short months ago in my April 29 column.
Yesterday, I paid $3.87 for a gallon of regular gas, and, believe it or not, I was thrilled to death. It’s incredible how quickly perspective can change.
The truth is, gas prices are down about 30 cents here in Florida in the last few weeks. And part of that’s because we finally took a stand. As of last Friday evening, oil prices were just more than

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