Gen Y Phones It In
A LITTLE TOLERANCE FOR THE younger generation, please: That brat walking just ahead of you staring obsessively at her cell phone may be accessing your...
Humpty Dumpty Does DM
ARE ADVERTISING PLANNERS who fail to include eggs with direct mail, DRTV and magazine space ads in their channel mixes doing clients an injustice? Before...
What Went Wrong?
Deborah Gallagher isn't convinced that e-mail works for prospecting. But she's willing to give it another chance. The MIT Sloan Management Review's director...
Web Works Wonders for Hair-Care Firm
Dr. Miracle's is using direct response print, television, the Web and unconventional advertising wisdom to make a name for itself. And it seems to be...
There's Beauty in Remnant Space
DermaPlus, an online marketer of genetically engineered skin-rejuvenation cream, has built up a customer base of about 6,000 primarily through direct...
What's Your Click-Fraud Color?
HERE'S A PERSONALITY TEST for search engine marketers: When it comes to fraud in pay-per-click advertising, which of the following statements do you most...
The First Syllable of Dogma
WE TEND TO REPEAT DOGMA BECAUSE IT'S THE easiest and in the absence of education most defendable argument we can mount. So when somebody asks us what...
The Saturn Story
A different kind of company, a different kind of car was Saturn's original advertising slogan. A lot has been written about Saturn, which was one of the...
Many Questions, Few Answers
INQUIRING MINDS WANT TO know: Will R2006 be the last rate case mailers have to deal with under the present postal ratemaking system? Will we see an end...
On the Phone or Away From Your Desk? Don't Tell Us About It
A while back, the United Nations estimated that spam cost the world's economy $25 billion the preceding year in lost productivity and money spent protecting...
LETTERS TO THE EDITOR
INSIGHTFUL REPORTING Larry Riggs' article about the Kellogg School of Management's direct marketing program (Revised Curriculum, July) was informative...
Be Blogged or Be Gone
Catalogers, have you blogged yourselves yet? A recent Non Sequitur comic strip pictured a supposedly typical pick-up scene at a bar, showing a women instantly...
What They Say Isn't What They Do
Business-to-business e-mail recipients say they prefer to get these messages on Mondays and Tuesdays, according to a study by e-mail marketing services...
ONLINE SNAPSHOT
The Johnny-come-latelies of the e-commerce world are catching up. Business-to-business marketers although still trailing those in the consumer sector...
Too Cool
At first I wasn't sure if this York air conditioner ad was weak enough to cry out for a makeover. After all, it does identify the product and mention a couple of sales points in the headline. It has nice pictures of the product, of happy people, and swatches showing the choice of colors. But the more I studied and worked with it, the more I found lacking. ...
Faith and Metrics
If there's one thing direct marketers know, it's that you can't take anything on faith. But they tend to forget that when marketing to the religious....
LISTLINE
NEW LISTS Ampli-Ear This is a list of 155,956 Ampli-Ear hearing aid buyers. Three-quarters were age 60 or older and their average order was $25. Direct...
Pay Up or Shut Up
IT WAS THE END OF A TYPICAL airport-to-airport marathon. They were tearing up the remote lots at O'Hare, so it began with a Darwinian struggle for a parking...
Diverging From Convergence
Before June's Direct Marketing Days New York conference, I would have sworn that was a dead-and-gone term. But when one breakout session after another...
No, It's Not Marketing. It's Just Advertising
Are you as numbed as I am by the ridiculous, sometimes impenetrable and too-often obnoxious ads that pepper local television stations and newspapers?...
Pick the Winner - August 06 - Less vs. More
The Growing Up direct mail package for the Institute of Children's Literature, a home-study school that teaches adults how to write for children, became...
TIMELINE
July 18, 2006 A SLOWDOWN IN THE DM JOB MARKET was reported by Bernhart Associates Executive Search. Its survey of hiring practices noted that only 66%...
CORRECTIONS
International Masters Publishers' list manager was misidentified in the June 15 feature It's in the Cards. ALC oversees the company's file. In The Hidden...
Power Yoga
WHO SAID THAT only big magazines can build an online subscription business? Yoga Journal, a niche title that appears seven times a year, is now getting...
Ring and Rank
How does your telecom carrier measure up in online customer service? Not bad, judging from new research by The Customer Respect Group. Of the 55 telecommunications...
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