Pop Culture: Direct Marketers' Friend, Foe or Future?

“Wake up people!” shouts Lily Tomlin—or rather her character “Ernestine”—from the outer envelope of a recent mailing for Web communications service provider WebEx.

Ernestine, who rose to stardom in the early ’70s on the TV show “Laugh-In,” is WebEx’s corporate spokesperson. The sarcastic quipster joins the likes of Bart Simpson, William Shatner, Austin Powers and Alf on the seemingly endless list of marketing-bound pop icons.

But in direct mail, pop icons seem the exception, not the rule.

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