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* Toll-free numbers (mid-1980s): Although toll-free numbers predate the ’80s, their costs became manageable for catalogers during the Reagan era. Mailers enjoyed fairly instant gratification by employing 800 numbers, because although they now had to pay a new phone bill, increased response more than made up for this cost. Consumers far preferred dialing 800 numbers than placing orders in the mailbox. And the labor involved in opening order-form envelopes and processing snail-mailed orders declined noticeably.