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I'd love to see a study on the declining impact of direct mail--and I am sure it is declining. I appreciate the newspaper analogy. Some papers are taking a perverse tactic to attract advertisers. I've been receiving a free subscription to one for a year, but they're going to have to give away a lot of newspapers to inflate the subscriber rate to make an appreciable difference to advertisers. The corollary in the not-for-profit world has to be the university I know that ruled against NCOA searches on the grounds that lost alumni were net gains to the participation rate.

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