Opinion Piece: Sites for sore eyes: Direct mail and the Internet — Allies or adversaries?

Abstract

The advent of every new medium of communication has prompted confident (and, for the most part, false) prophecies of doom for those already on the scene. But the telephone has not stopped people writing letters, and radio has survived TV — which has not, as forecast, been the death of cinema. And the printed word in the shape of newspapers, books and magazines has contrived not just to survive, but to thrive in the shadow of death.