DM News: Overture Sees Growth From Traditional DMers

Yahoo's Overture division is setting its sights on the enormous direct marketing market that exists already, rather than currying additional small business advertising growth, the strategy of arch-competitor Google. Noting that direct marketers spend $48.6 billion on mail and $14 billion on yellow pages, Overtures head of direct business, David Karnstedt said that its focus would be on attracting money from existing spenders on traditional DM.