In 2005, expenditure on direct marketing is expected to top $161 billion according to the DMA. That’s an increase of 8 percent over 2004. And the expectation is for 6 percent annual growth until 2009, at which point annual direct expenditure by U.S. companies will have comfortably topped $200 billion. Even more impressive is that spending on DM as a share of the overall advertising pie keeps climbing.

There’s little doubt that direct is fast becoming the strategic weapon of choice among discerning marketers. Why? Because, as this magazine has consistently pointed out over the past year, it delivers everything companies are demanding from their marketing mix: consumer engagement, targeting, a quality brand environment, accountability, flexibility and, perhaps most important, the ability to directly (and measurably) drive sales.

So as we reflect on the burgeoning success of the direct medium, here’s a thought for the holiday season. Take a “Mail Moment”™ to read that solicitation letter from your favorite charity, and please give generously.