You have a performing database, hired a professional DM-copywriter and now you're off with your mailing to the printer... Your good printer has a Macintosh, maybe a whole lot of PC's. And he has qualified DTP-ers, real Graphic Designers. Your mailing will look great. Nice layout, nice typography - "au goût du jour" - but will it perform? Imagine what an experienced Art Director could do for your response. And bottom line, your profits.