After several months of negotiations, and discussions with other potential suitors, 39-year old firm Direct Media will become the latest company to come under the umbrella of Omaha-based direct marketing giant, InfoUSA.

As we end the first week back to work after the new year, playing with our Wiis and iPhones, the prevalence of the latter as gift items this past holiday season ably illustrates the point that many analysts are making: mobile marketing will come into its own in 2008.

As we come to the end of 2007, mailers are still digesting the aftereffects of May's rate case. And, while 2008 at least holds the promise of no further hefty jumps in costs, uncertainty lies in another area -- in the shape of the proposed do-not-mail legislation.

A big frustration for direct marketers is the stark contradiction in consumers' attitudes toward the medium. Many denigrate direct mail, describing it in such terms as "junk mail," while at the same time happily ordering from catalogs, responding to offers and donating money to causes that solicit through the mail channel.

As this column went to press, speculation was mounting that Facebook was mulling tweaks to its controversial Beacon widget. The pressure was coming from many directions, ranging from vociferous and frequently effective advocacy group MoveOn.org, to a peevish tech reporter from The Wall Street Journal.

While Ty Pennington, TV handyman extraordinaire and Sears' spokeshunk, toyed with his toolbelt in Times Square last week during a Sears Wish Book catalog promotion, Santa and his reindeer tried to call a halt to the action in the name of the environment.

As we gear up for Black Friday and Cyber Monday, the pundits are out in full force. Some in the business and trade media supply predictions of holiday spending and retail success (or lack thereof), and others in more consumer-oriented environments inform consumers how they can take advantage of retail patterns during the period.

If there were any proof needed that people of all ages are embracing new media, then look no further than Stan Rapp. The spry octogenarian's plans to build a new agency based on using new media to forge more measurable connections with customers were announced last week, with a nifty name, Engauge, and heavyweight backers in the shape of private equity firm Halyard Capital.