A key question marketers need to ask is whether they will be able to use enough data that list owners will agree to keep their data in on an ongoing basis. You need to be able to mail the majority of list names or mail some names multiple times.

The media often give an uncharacteristic perception of some other cultures and religions, and Islam in particular because it's the unusual, extreme, odd stuff that is kind of newsworthy. Sometimes, people of Islam feel that they're getting painted with a brush that represents only a few.

Defensively we stopped their penetration, shut down any inside presence and dominated the glass.

The volume [of responses] still all comes from direct mail. It's all direct mail because of the prospecting issues.

Everyone is saying their customers are valuable, and the last thing you want to do is rent names out.

From a list management standpoint, there aren't too many e-mail lists out there in the marketplace. A lot of list marketers would like to play a role in it, but the e-mail names to rent are pretty limited.