Is Brand Marketing Dead?
GROCERY STORES PROBABLY WERE THE FIRST TO SEE IT. Why buy that expensive, well-known brand of spaghetti sauce when you can get the store brand for less?...
In Your Face Is Losing Face
IF YOU'RE OLD ENOUGH, YOU REMEMBER WHEN THE POST OFFICE accused Playboy magazine of being obscene. (If you're contemporary enough, you wonder why Hugh...
Return on Customer: Setting the Record Straight
AS MUCH AS WE RESPECT AND admire Ray Schultz for his balanced perspective and genuine reportorial talent, we have to differ with a few of the points made...
This One's for You
THE QUESTION IS ENOUGH TO daunt any marketer: How do you come up with stories for dozens if not hundreds of personalized e-mail newsletter editions? The...
USPS: Young Consumers Like Direct Mail
Generations X and Y are just as likely to be reached by direct mail as their baby boomer parents, according to the U.S. Postal Service. Research commissioned...
Terminix Mailing Gets 3% Conversion
Pest-control firm Terminix Commercial has managed a 3% conversion rate from a direct mailing aimed at cross-selling existing customers new services and...
Get Some Perspective
AT A RECENT DATABASE marketing conference, several exhibits featured automatic or semi-automatic data mining systems. Each vendor claimed his or her approach...
The Fine Art of Ed McLean
IT MIGHT SOUND BIZARRE TO compare a DM copywriter like Ed McLean with the novelist Nelson Algren. But McLean, who died in August at age 77, shared certain...
Rules of Virtual Thumb
ADVERTISING EXISTS TO help companies make money. That's it. There are no moral victories in marketing. Chances are you already know this, and you're pretty...
Zero Tolerance
HOW SAD IT IS THAT WHEN CUSTOMER SERVICE MAKES HEADLINES, they're almost always negative. Take the rash of stories about Comcast that appeared in the...
Dell Takes One Hell of a Blogging
Type the phrase Dell hell on Google and the world's most popular search engine returns more than 2.4 million results. Type Dell sucks and almost 1.3 million...
Pay-per-Call Picks Up Speed
WHILE NO ONE WOULD SAY growth in pay-per-call search advertising is exactly explosive, the future got a lot rosier in the past six weeks. The business...
USPS: Port in a Storm
IF THERE EVER WAS ANY DOUBT THAT mail and the U.S. Postal Service still play important roles in the way we communicate and do business, it dissipated...
LETTERS TO THE EDITOR
TWO FOR TOM I've been an admirer of Tom Collins' work for years, and I think The Makeover Maven is the best thing in Direct. I've always found Tom's analyses...
99% Perspiration
GOODBYE AND GOOD riddance, summer. The Northeast was locked into a heat-and-humidity wave for much of the season. Weather reports teased blessed relief...
LISTLINE
NEW LISTS Plein Air Magazine Streamline Publishing Inc. has issued a list of 13,856 subscribers to Plein Air, a magazine for fine art collectors and artists....
Phishing Hits Banks
THERE'S GOOD NEWS AND BAD NEWS FOR BANKS ABOUT phishing, the scam in which identity thieves masquerading as trusted companies send out e-mail to induce...
Inaction Threatens E-mail Authentication
As Microsoft's November deadline for e-mailers to authenticate messages sent through its servers draws nearer, pressure is mounting on firms to take action....
Zipcar Goes the Extra Mile
What does Matt Malloy have to do to get you out of that car today? According to Malloy, vice president of marketing for Zipcar, an up-and-coming car-sharing...
Toward the 22nd Century
This essay on the future of direct marketing was the winning entry in a competition held by the Chicago Association of Direct Marketing to help celebrate...
'Will You Help the Jews?' A 1939 Direct Mail Letter
It never fails to amaze me how direct mail holds up a mirror to American life. That includes the dark side. Take the letter sent in March 1939 by a group...
Charities Raise Katrina Funds
AS WAS THE CASE WITH LAST winter's tsunami, several charities almost immediately began raising money online to help victims of Hurricane Katrina in New...
J. Crew Previews Growth Strategy
J. Crew has big plans for 2006. The high-end preppie apparel company expects to debut Crewcuts, a line of children's clothing for 2- to 8-year-olds. Offerings...
Family Firm Makes Channel Switch
When Melani Bros. lost a critical source of telemarketing leads, it also lost $2.4 million in sales. But it recouped the lost revenue and then some by...
If You've Got It, Flaunt It
LET ME TELL YOU ABOUT A company that is completely charming. Before entering its office in the commercial center of an art-directed New York suburb, you...
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