The frightening pace of change in today's marketing, advertising and media worlds makes one wonder: Will any of these new vehicles or tactics last long enough to merit serious consideration in business history books? And what happens to the old mediums and strategies that are washed away, sidelined or marginalized in this consumer-controlled communications era? Direct, interactive and database marketers need to think about the past's role in the future. And for that reason it's time to establish a Museum of Direct Marketing.