Outlook 2010: Prognosis: Baby Steps
Industry insiders only see a modest uptick this year over last; further shift from print and store to digital inevitable
Mailers are clearly in a transition period. Giesmann points out that "as consumers change their online shopping behavior, the possibility exists that maybe someday we won't have to mail a catalog. We're not at a point where we can stop mailing books, however. The consumer needs some kind of trigger device to stimulate a purchase."
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