David Hess, Vice President of Sales, Proven Direct, Milwaukee, Wisconsin.

Something we've been seeing with the industry that I've personally felt is that in working with my client is becoming less about what message do we want to send to your database and your prospects and more of how do we want to engage them in a conversation.  So I really see the industry beginning to turn in that direction and certainly there's a lot of discussion about the impact of social media and the impact of variable digital print and so forth.

But I really think what's that telling us is that we need to engage our clients in a two-way conversation and keep that conversation going as opposed to just sending them a message and waiting for the phone to ring.