The overall attraction of direct-mail is easy to understand. Catalogs remain the highest-quality, most visually-alluring vehicle to capture an audience, present product, create an aspirational lifestyle and generate solid customer loyalty and brand-awareness.
I understand that America's catalog-and-junk-mail industry may be the only thing keeping the U.S. Postal Service afloat, but surely we can find a better use for our trees than turning them into pulp for millions of catalogs a day that go straight into the recycle bin.
Americans receive nearly 90 billion pieces of advertising mail every year. With thousands of companies offering to share their mailing lists, that adds up to an information super highway where individuals are losing control.