While the Direct Marketing Association and the Electronic Retailing Association spoke out last week in opposition of the Sales Tax Fairness and Simplification Act (H.R. 3396.), the National Retail Federation supports it.

The Postal Regulatory Commission's final ruling on rate-making for the US Postal Service came last week, marking the end of a 10-month effort in working to implement the 2006 Postal Accountability and Enhancement Act (PAEA).

When some of direct marketing's information-gathering and targeting practices are described in more mainstream forums, words like insidious and Big Brother frequently come up. Those two terms appeared respectively in Wired and in The New York Times last week in the growing debate around the FTC's meetings with advocacy groups about online privacy, which have led to a do not track possibility for Internet marketers.

The announcement last week that New York State Attorney General Andrew Cuomo had expanded his investigation of predatory college loan providers into deceptive, possibly illegal direct marketing practices came at a time when the Direct Marketing Association is focusing on the issue of responsibility. Indeed, with investigations into direct marketing practices of mortgage lenders underway in Ohio and New York and Do Not Mail bills under consideration in at least 10 states, the industry might appear to be under siege.

Brand marketers want you to believe that creative, brand position and entertainment hold the keys to successful marketing. In contrast, direct marketers contend that only media that can be targeted and measured with precision are worthwhile investments.

Lewis argues a great point about the relative value of a direct dollar and a branding dollar in a transaction window. However, Williams just beats him to the punch with an argument that speaks to a longer-term relationship. Consumers may indeed search for low prices, but they're searching by brand names often enough to back Williams' point that just as direct focuses and amplifies branding, branding can drive direct.

Donn Rappaport, this year's DMA chairman, is a gently compelling speaker, keen on metaphor - his speech at last week's DMA 07 Conference and Exhibition in Chicago ran the gamut from turtles playing possum to moving trains.

As part of DM News' pre-show coverage, Direct Marketing Association CEO/president John Greco sat down with DM News editor-in-chief Eleanor Trickett during 2007 Advertising Week to discuss current trends, the DM industry's progress since DMA06, and the importance of looking outside traditional audiences.

Time for the industry to integrate

Over the past 28 years, DM News' staff has worked hard to bring readers the news and analysis that drives this dynamic industry. This week, the publication has a brand-new look.While we are proud of the publication's new face, we equally hope that our readers will recognize straight away that the changes are far from merely cosmetic. The glossier, whiter paper serves as a handsome platform for the increased coverage of creative work and campaigns we are showcasing, and the new fixed elements we have introduced provide signposts for an industry that continues to broaden and diversify.These changes were made through listening to you. The new vertical features allow us to embrace the reality that all of you have been dealing with for many years: direct marketing efforts do not restrict themselves to siloes. We know that there are many moving parts to a campaign, whether b-to-b, b-to-c, or nonprofit-to-donor, and by concentrating some of our feature coverage on vert