How to move forward after the attacks

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In reaction to last month’s terrorist attacks, the Direct Marketing Association published a white paper to advise its members on best practices to follow during the uncertain times ahead. Below are some of the main points made in "DMA Perspective: Economic Impact of the Attack on America on U.S. Direct Marketing."

• Many economists are predicting that the attack will exacerbate the economic downturn, leading to a recession."

• Transport costs … can shift as a result of security measures that require more costly input, entail slower throughput or both." Ten percent of goods sold by the direct marketing industry are transported by air.

• There could be a "major shift in public attitude regarding sharing detailed personal information with government agencies in order to enhance national security." This shift could prompt legislation.

• The resilience of the populaces of New York and Washington does not mean that "things will be back to normal within a few days, weeks, or months in the affected areas." This is important information for direct marketers reassessing campaigns. "In disaster areas, it is important to keep in mind that it may take six months to a year for the region to recover psychologically."

• Viewing the Persian Gulf War as a historical precedent is erroneous, partly because the victims were foreign citizens, and there was no physical damage to the U.S.

Source: "DMA Perspective: Economic Impact of the Attack on America on U.S. Direct Marketing," authored by Michael A. Turner, DMA senior director-strategic information

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