I think it's a terrible idea. This is all to help really big marketers get their e-mail through. But for small and up-and-coming marketers, this is going to crush their ability to compete in the marketplace because they don't have the ability to absorb the costs.

While many list rental files update monthly, most co-ops update and report only quarterly. Those that do update monthly often are not given hot line or active name files for use within the base by the list owners. This causes an issue as the mailer believes they may be using a particular file ... but may not be using the best names possible from that list owner.

Private databases allow for custom data sets to be assembled and utilized specific to the marketer's needs. The migration away from co-ops and towards private databases is already very apparent.

The tools we want to use to achieve this are seminars, direct mail, the Internet, TV and radio.

The Help Desk does receive complaints regarding spam e-mail. Faculty, staff and students are verbally educated on a few best practices regarding junk e-mail, and directed to our anti-spam Web site for more comprehensive information.

This will help us determine whether direct mail is even the best way to go.