Merchandising: The Name Industry

The deluge of advertising that floods the mails — and never seems so insist ent as during the holiday season — some times infuriates by its bulk as much as it influences by its appeal. Each year the public is hit by an onslaught of 48 billion direct-mail ads, and the business of compiling mailing lists has become a highly automated industry made up of dozens of firms that spare no effort to capture another name. This year they will gross close to $1 billion renting names and addresses to anyone who has anything to sell. Lists can be rented...

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