Any unsolicited advertising sent to potential customers through the mail is called “direct mail”. Illinois is home to
109 direct mail enterprises; the state is fifth largest in market concentration of direct mail businesses. In economics,
advertising is considered a social waste. This paper is an empirical assessment of the contribution of direct mail to
the GRP of rural Illinois. Results suggest that the share of direct mail in the GRP of rural Illinois is $1.549billion;
2% of rural Illinois’ GRP.