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To: JPhilipS who wrote (502)	4/20/1999 9:10:00 PM
From: JPhilipS	Respond to of 3418

To back up my last point, read this article from Target Marketing website. See, in particular, the next to last paragraph: Web transactions profitable for direct marketers Nearly half of all direct marketers that conduct transactions on their Web sites are making a profit on these transactions, according to research released by the Direct Marketing Association (The DMA) Tuesday, April 13. The DMA's 1999 Electronic Media Survey revealed that of the 43 percent of its member companies accepting online orders, 49 percent turn a profit from the transactions. Those results show improvement over those found by Target Marketing's State of the Industry survey conducted six months ago, in which 41.4 percent of direct marketers with online presences reported making profits and 8.6 percent breaking even. "Companies are seeing that the Web can improve the bottom line of their businesses. With expertise in customer service and fulfillment, and database capabilities, direct marketers are among the first companies to actually make money on the Internet," said H. Robert Wientzen, president and CEO, The DMA. Among other results, the study found that 95 percent of direct marketers are using the Web for sales or marketing applications, including marketing/information distribution (88 percent), lead generation (60 percent), and sales/e-commerce (51 percent).