Earlier this year Sears began to separate its catalogue operations from retail supervision and to begin changing the strategy of its direct-mail business.

National politics, in other words, is turning into a very large version of the direct-mail business.

When Robert Waskover sold his direct-mail business in 1990, he looked forward to a Florida retirement of golf and tennis.

And in the direct-mail business, that's enough to make the world go 'round.

He also redecorated his office, brought in a new product line and created a small but profitable direct-mail business that reached other distributors.

The lists can be bought from sweepstakes companies and direct-mail businesses.

Did you ever want to run a truly gross direct-mail business?

There are also 35 Off Fifth outlet stores, 8 resort stores and a direct-mail business.

That, in a direct-mail business where even a 2 percent response rate is respectable.

Mr. Price is a former evangelical minister who makes his living running a direct-mail business in Dallas for conservative causes.