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We've mentioned it already. But it may still be a shock when this issue of Direct arrives in your mailbox.

It has the same writers as it did before — people like Brian Quinton, Ken Magill and Richard H. Levey. And it covers many of the same subjects. But it's a different magazine.

The most obvious change is that we've gone from being a tabloid to a so-called standard plus.

This was not done to save money — on the contrary, we're pouring the savings into better paper and art. The goal was to create a more accessible product.

Then there are the more subtle differences.

Readers want easily digestible information, broken down by subject matter. And that can't be provided in the old tabloid format, consisting of a news hole,feature well and departments.

So we're now dividing stories by channel and discipline.

Want to read about ROI? Go to our ROI section. Looking for input on e-mail? Check out our e-mail department.

You'll find case histories, best practices and more in each of these sections.

Direct marketing is the one measurable form of advertising. It's being studied even by brand marketers who must demonstrate return on investment.

But it's not easy to grasp, given the technologies and media now available.

That's where Direct comes in.

No matter how glitzy the technology, Direct reports on media and advertising in traditional DM terms, stressing analytics and ROI.

It covers offline and online media, strategy and tactics, and disciplines ranging from CRM to creative. And it pulls it all together by focusing on multichannel integration.

Our content is delivered when and how readers want it: through a magazine, a Web site, e-mail newsletters, Webinars, blogs, white papers and live events.

Meanwhile, thanks to the entire Direct team, particularly designer Jed Davis, managing editor Charlie Vietri and executive editor Beth Negus Viveiros.

And special thanks to John Herr, design director for our company's financial services group, who walked us through the process at every stage.

Please let us know what you think. And Happy New Year.

We can't let this issue go without commenting on the most exciting thing to happen to traditional direct mailers in a long time.

The passage of postal reform.

It has been 11 long years in coming.

Congress presented marketers with this wonderful holiday gift just before it adjourned. And President Bush signed it.

Don't be lulled: Postage rates are still going up this spring. And implementation will take 18 months.

But we're headed for a more rational ratemaking process and a market-driven postal service. For more details, see Larry Riggs' story on page 38.