Royal Mail sees a bright future for direct marketing
Alex BatchelorRoyal Mail
JUDIE LANNON: Let's start by talking about direct mail generally. How do you feel it is faring compared to other media in these more competitive and innovative times?
ALEX BATCHELOR: One of the realities of all media today is that relevance is ultimately the only thing that matters. Either people want to listen to a radio programme, watch a TV programme, read a newspaper, open the letters that come through their letterbox, or they don't. Attention is much harder to get these days.
And one of...