Entering the southern cone: recession and devaluation have little effect in direct marketing...

The direct marketing industry in South America has grown considerably despite the recession and currency devaluation the beset the region. One of the most progressive pioneers of direct mail advertising in Chile is Publimail, owned by Andres Vergara. Publimail started in the early 1980s and has expanded into Argentina where it offers teleservices, lettershop, mailing lists and other direct marketing services. European companies, such as Spain's Telefonica, have started to expand their operations in South American countries.

Of all the changes that have occurred within the past dec