How Much Does Forbes Make From Rental of Its List?

I’ll just add a note or two to Tad Clarke’s editorial on Forbes (“Weighing in on Forbes,” July 11). Someone should ask William Baldwin to disclose how much money Forbes earns through its list sales to the direct mail (in his words “junk mail”) industry.

Mr. Baldwin probably doesn’t realize his publication engages in this practice and must be unaware of the renewal subscription process. I am sure if he knew more about their reliance on direct marketing for subscriptions he would take a different view of our industry.

On a related note, I have heard the Direct Marketing Association talk about its new mission and the need to raise direct marketing’s public perception (aka, PR). We all know that dealing with the PR problem is a big job, so DMA, let’s get started. I am sure Mr. Baldwin will take your call.

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