If you are an active direct marketer, you might be concerned about the future of direct mail. After all, more customers are using search engines to find what they want, and purchasing online. Print catalog sales have been dropping from years while online sales from companion websites increase. 
So a number of anxious New York direct marketers were eager to hear Eric Schmitt, principal analyst at Forrester Research, address yesterday's Direct Marketing Club of New York luncheon about the future of Direct Marketing. Schmitt predicted significant increases in search marketing spending, and difficult times ahead for television advertising. Schmitt said direct mail is still a growing medium but faces pressure from e-mail and search cannibalization, rising postage and fuel rates. As such, Schmitt said he believes direct mail will transform into a premium medium. So don’t throw away that catalog. You always knew you were an exclusive kind of person, right?
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