Face to Face
With Norm Pegram
President
PremierIMS
Houston Business Journal Sept 18 - 24, 2009

How did you get where you are today?

When I was in college (UT Austin) in the 1970's I read a book called "Mega Trends" that prognosticated we were enteriing the "information age". At that time I was working in the printing and mailing department of the University Interscholastic League, and also was a graduate teaching assistant for the Undergraduate marketing department in the school of business, while working on my MBA dissertation. My research was on the evolving direct-marketing industry. After reading the book, I felt the future of direct mail looked bright as I believed that the newly created personal computer for the mass market would result in every business having a tool to record and output data - the list of their customers - to more easily distribute a targeted message. When I started my company in 1981 the advertising mail volume of the United States was 20 billion pieces. Now more than 30 % of advertising dollars are dedicated to Direct Marketing, making Direct Mail critical to the wellbeing of communities, businesses and charities. Last year direct mail generated more than $686 billion in sales for American Organizations.

What are the biggest misconceptions about the direct mail business?

The efficiency of direct mail for our economy allows organizations to take advantage of the "targeting" aspect of lists, which has made this form of print information distribution the "greenest" of any. The misconception that printed mail pieces are effecting our ecology adversely is ridiculous in view of the fact that trees used to make the paper are easlily reproduced, renewable resource on the vast tree farms that employ thousands of Americans. Additionally, with the plethora of recycling options available to all Americans, the waste is practically non existent.

What are the biggest obstacles to your business and how is the direct mail business moving into the future?

The current economic conditions of the country have adversely affected everyone. Re-education of customers to better utulize new concepts is a big challenge/obstacle. To our advantage has been the growth of variable data imaging which allows us the capability to economically produce 4 color mail pieces integrated with personalization specific to the addressees needs with appropriate product pictures and copy specific to their profile. The evolution of machinery to produce low-volume, low-cost color mail pieces that are highly personalized yet sorted to the lowest postage rates has enhanced our reputation to create profitable mail programs yielding the highest rates of return for the dollars invested.

If you weren't in the direct mail business what would you like to be doing?

Many companies and people have approached me over time to buy my company. I have often been asked what will I do when I retire, but the truth is that I was lucky enough to create a business that is a lot of fun for me, yet still allows me to enjoy my hobby - building and flying radio-controlled aircraft - in my leisure time. I love my work and can't imagine a better lifestyle. I have often been accused of "playing" all day at work and "working" on my off hours on my hobby. I firmly believe it is the point of our existence to find something we love and do and then create real tangible values for ourselves, our city, our country and our planet.