'Do not call' does not hurt direct marketers; Forced shift to opt-in tack yields results equal to or better than cold calls.

Advertising Age,  April, 2005  by Arndorfer, James B.; Teinowitz, Ira

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Byline: IRA TEINOWITZ

The do-not-call list, now 87 million numbers strong, has had surprisingly little impact on the marketers who dreaded it and spent more than $80 billion a year on telemarketing.

Marketers and their associations said the 2-year-old list-which has swollen to nearly 87 million phone numbers since it was launched by the Federal Trade Commission-has obviously thrilled consumers. And it has changed how marketers use call centers, which have shifted the bulk of their business from cold-calling for prospects to managing existing customer relationships. Many contend ...

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