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BMG Direct, one of the biggest direct mailers in the country, has begun shifting more of its music club business online.
The evolution to using the Internet as a more central distribution mechanism comes after two years of the net being used as an alternative to the direct mail distribution of BMG Music Service, a consumer music club. The service initially sells 12 CDs for the price of one to enrollees, and then offers new selections on a continuing basis.
“For the foreseeable future direct mail will still be powerful,” said Elizabeth Rose, senior director, strategic development, BMG Direct.
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