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HarperCollins Publishers and RR Donnelley (Nasdaq:RRD - News) today announced their intent to enter into a breakthrough global supply chain agreement. The agreement is the first of its kind for a major general trade publisher. Under the terms of the proposed agreement, beginning in November 2011, RR Donnelley will handle the fulfillment of all HarperCollins new releases from its Harrisonburg, VA facility. Additionally, beginning in July 2012, RR Donnelley will handle fulfillment of all frontlist and backlist titles for Zondervan, a division of HarperCollins Publishers. RR Donnelley will also provide global Print on Demand (POD) services to HarperCollins, enabling most titles to be printed anywhere HarperCollins holds publishing rights. The agreement also renews and expands RR Donnelley's role as the printer, binder and distributor of HarperCollins' conventionally produced titles.

Once upon a time, a direct marketer would come up with an offer for a particular market segment, work with a list provider to focus on likely recipients, have its advertising agency develop a package for the offer, send the package off to its printer, and then mail it.

That was then. Nowadays, a direct marketing offer can reach its potential customers through print mailings, e-mail blasts, Website offerings, television advertising, Internet promotions, social media, and the rest of the traditional and new media channels. Indeed, the supply chain itself now extends beyond mailing to include order taking, fulfillment, and customer service.