As indicated by the "2004 Response Rate Report" from the Direct Marketing Association (DMA), the reports that telemarketing has come to an end have been very much embelished. Telemarketing still sells more prodcuts, with a 5.78 precent response rate, than any of the other direct-response marketing methods, even since the National Do Not Call (DNC) Registry was formed.

"What we found was that in spite of a lot of talk about telemarketing's end, people are still buying," says Louis Mastria of the DMA. "About 66 million consumers bought at least once through telemarketing last year."

Tim Searcy, American Teleservices Association CEO, says inadequate telemarketing industry pursuing was a main reason in forming the DNC Registry, which, indicated by the FTC, now holds 64 million telephone numbers. Still, companies are able to contact present customers and customers who have previously bought something with offers and information even if they put their names on the DNC list.

"Companies are surviving through better targeting. If you're on the DNC list [and are receiving telemarketing calls], you have an existing relationship with the people who call," explains Searcy. "Because audio clutter is reduced, it's easier to get through to the customer."

Mastria is of the same opinion that companies that had been using telemarketing correctly from the beginning are still profiting. "A legitimate company isn't going to waste time and money to keep calling someone who has said that they don't want to be contacted."--G.M.