Meet the Broker
HERE'S A STATISTIC THAT PROBABLY SHOULDN'T SURPRISE ANYONE. Of the list companies polled by Direct in its 2006 list use survey (see supplement following...
LETTERS TO THE EDITOR
SAYS SHOULD KNOW BETTER More and more, DM guru Herschell Gordon Lewis sounds like the branding agencies we love to hate. When branding agencies pan DM...
Action Don't Got No Traction
I'M GETTING MORE AND MORE STEAMED AT HIT-AND-RUN DIRECT marketers. Who or what are hit-and-runners? They're the ones who know a couple of action words...
Roll That Web Footage
If you wanna be a video star, the Web is the place to be. A New York research firm has upped its estimate of what will be spent on online streaming ads...
Oh It's OK if He Spams
FOR THIS ISSUE'S MOST SELF-important, empty-headed gasbag activist argument, look no further than a recent commentary piece from Doug Moss, publisher...
Co-op Mail Still Works for Some
DESPITE DECLINES IN recent years, cooperative direct mail can still be a useful medium for DMers that want to reach large groups of people at a lower...
Prove It
IF YOU'VE BEEN IN DIRECT marketing for more than a few months, you already know the basics of setting up test cells that will deliver statistically projectable...
Privacy Bill a Whopper
New York Sen. Hillary Clinton has introduced a far-reaching privacy bill that could spell deep trouble for any business that uses so-called personally...
LISTLINE
NEW LISTS Harvest Nutritional Products This is a list of 5,139 consumers who bought dietary supplements in the second quarter. Customers' average age...
Book Report
To a kid who likes to read, one of the most exciting days of the month at school is when the Scholastic Book Club fliers are distributed. We recently...
Eckler's Tunes Up Search
A REFINED SEARCH STRATEGY has helped auto parts marketer Eckler's boost online orders more than 600% and lift sales revenue nearly 550%. Clickthrough...
Where's the Beef?
SURE, RED MEAT MAY NOT be the best thing for your arteries. But it might flow quite nicely through your browser. Come along for a tour of some steak-house...
A Big Mac and $1 Million, Please
Some people view dining at McDonald's as a way to quickly satisfy hunger. For others, at least for a few weeks out of the year, it's a moneymaking opportunity....
DMers Offer Five Unconventional Tips
THINK E-CARDS ARE STUPID? Then you weren't sitting in the audience at the 50 DM Ideas in 50 Minutes panel discussion last month at the List Vision conference...
The Water's Fine
A MULTISOURCED prospect pool takes list-based business-to-business targeting to the next stage of sophistication and effectiveness. Rather than treating...
We're No. 1
IT'S A GREAT TIME TO BE A DIRECT MARKETER. Every survey points to the fact that marketing executives want performance-measurement tools. The leading buzzword...
Scanning for Savings
WHEN DIRECT MARKETERS plan campaigns with their printing and mail service providers, much of the attention is focused on the mail piece. The size and...
Web DMers Dreaming of a Green Christmas
CHRISTMAS MAY SEEM FAR off, but online direct marketers already are anticipating the season. They hope to pull in 20% of their 2006 revenue during the...
Still Standing
LIKE THE TIDE, INSERTS' popularity ebbs and flows. But insert marketers are optimistic their business will keep growing, even in the face of challenges...
The Right Combination
FRUSTRATED ABOUT HOW TO ATTRIBUTE CREDIT FOR SALES AND brand-building success? You're not alone. It's a hot topic given the amount of money spent on digital...
IMP Minimizes List-Rental Risk
PROSPECTING CAN BE A DICEY business, especially for a continuity mailer. But International Masters Publishers Inc. has figured out how to minimize the...
Ads and the Blogosphere
THE BLOGOSPHERE IS getting to be quite a crowded spot. At press time, Nielsen BuzzMetrics BlogPulse had identified about 32.9 million blogs on the global...
BACK IN THE INBOX
After shying away from e-mail following the dot-com crash, business-to-business direct marketers apparently are embracing it again, and not just for retention....
Turning the Wheel
Have you looked around your neighborhood lately? Especially if you're in the suburbs, chances are you see a lot of folks driving SUVs. Families with several...
A Better Opt-Out
MICROSOFT BECAME THE DARLING OF THE E-MAIL marketing world last month yes, Microsoft, the evil empire itself by adding an unsubscribe link to its free...
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