Bookspan Rolls Out Hispanic Book Club
Hispanics, now the largest minority in the United States, are being targeted in a major push by Bookspan for its Spanish-language book club Mosaico. The...
Free Shipping Keeps on Giving
Free shipping is a technique that's kept on giving for some online marketers even after the holiday season. That's what Mondy Beller, the director of...
Clairol Expands B-to-B Efforts
It's a rare concept in selling hair color to professional stylists: No glamour girls with long locks dripping in vibrant colors. No swirling heads splaying...
Mailing to GM Dealers Pulls 17% Conversion
A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes. The mailing,...
Gold Points Returns to Postal Mail
Despite being 10 times more costly than e-mail, Gold Points Rewards plans to send out 50,000 postal mail pieces each month during 2003 at a cost of roughly...
AARP Targets Hispanic Seniors
AARP is going after the Hispanic senior market with a mid-seven-figure initiative. This year, 4 million of AARP's 130 million direct mail solicitations...
The Joys of Remailing
When PraiseBanners mailed 10,000 1999 catalogs last August, the religious pennants-and-flags company cut its storage fees and generated more than $25,000...
The Ring of Truth
Feature Films for Families has built an 18 million-name database, consisting of 7 million customers and 11 million prospects. These prospects come pre-qualified,...
Aguilera E-mail Gets 40% Pass-along
Music marketer BMG sent out a rich media e-mail about Christina Aguilera's new CD hoping to prompt tons of sales online two weeks before the album hit...
Live From NCDM: AARP Targets Hispanic Seniors
AARP is going after the Hispanic senior market with a mid-seven-figure initiative. In 2003, 4 million of AARP's 130 million direct mail solicitations...
Knicks Score With DR Campaign
A $1 million campaign to sell season tickets has pulled response rates as high as 80% for the NBA's New York Knickerbockers. For 15 years, the Big Apple's...
Mrs. Beasley's Goes Corporate
Mrs. Beasley's known for goodies like snowman cookies and lemon cakes has expanded its product line and launched a new catalog to attract more corporate...
Frederick's Increases DM Budget 20%
On its way back from bankruptcy, Frederick's of Hollywood has a lot more to flaunt than risqu underwear. The company is increasing its $15 million annual...
Prosperous Journey
Based on news reports about the airline industry and the economy, one could make the assumption that this is not a good time to be operating a catalog...
Wherify Launches DR Blast for Kid Finder
A high-ticket product that helps parents track their children has been brought to market with a multimedia direct response campaign. Introduced in August...
Webinar E-mailing Pulls 6% Clickthrough
A California computer storage systems maker got a 6% clickthrough rate for an e-mailing that promoted a Webinar it conducted in late September. The company...
Creative Approach
The problem software developer Adobe Systems Inc. faced in rolling out its InDesign product was one marketers dealt with long before anyone ever knew...
Audio Book Club Debuts New Continuities
The Audio Book Club began testing two new continuity programs last month Foul Play: Detective Mysteries and Swept Away: Stories to Fall in Love With using...
JCPenney Mails Revised Christmas Book
JCPenney sent out 10 million copies of its Christmas catalog during five weeks starting in late August. The redesigned book features merchandise grouped...
Direct Mail Outpulls E-mail With Journalists
MediaMap routinely enjoys a 10% response rate with its weekly e-mail to get journalists to sign up for the firm's source-finding service. But a few months...
Moore Tries Flashy Mail Package
A medical supplies direct marketer is trying a radical change in its creative to increase response rates and sales. Moore Medical was hoping for a more...
New Magazine Skips the Mails
A magazine devoted to helping readers get by on less is using the same strategy to launch itself. Daunted by the recent postal rate hike, Budget Living...
Cricket Rolls Out First Direct Mail Campaign
Cricket Wireless will start its first major direct mail campaign this month. The firm, which up to now has relied mostly on mass media TV spots, will...
HP Debuts Post-Merger Catalog
In mid-September HP mailed its first catalog since the Compaq Computer/Hewlett-Packard merger. The book went to 2 million businesses gleaned from both...
JCPenney to Mail Newly Formatted Christmas Catalogs
JCPenney will send out 10 million copies of its Christmas Catalog this fall. The redesigned catalog will feature merchandise grouped by themes such as "gifts under $25," "gifts for him or her," "gifts for home" and "gifts for nostalgic memories."...
