Jack Reeves

Think about this: The Direct Marketing Association estimates the average household receives 1.7 catalogs per week. The direct marketing shopper is probably not in your average household, so that number jumps dramatically for the direct mail-responsive. Now consider that there are roughly 100 million households in the United States. At the rate of 1.7 catalogs a week, it's safe to say the average consumer mailbox receives 88.4 books per year for an annual 8.84 billion in circulation. From a marketer's point of view, explains Susan McIntyre, president of McIntyre Direct, if you're sending out 20 catalogs a year, you'll need to do something