July 1, 2008
Cover Story
Deal With It
Direct had a full house for this year's list roundtable. Considering all the additional responsibilities on brokers' plates, that's impressive. Clients'...
Disciplines
Join Them
What does North American Media Group do? A little bit of everything. The Minnetonka, MN-based company targets niche audiences through clubs, continuity...
Doing Right, in Style
Bill Bass has such strong faith in a multichannel strategy he's positively agnostic about where sales come from. The CEO of fair-trade clothing marketer...
Content Speculation
RSS feeds in e-mail newsletters are helping Forex Capital Markets (FXCM) push relevant information to currency speculators in foreign exchange markets,...
The Long and Short of It
Pity the marketer sitting in room 1A21 during the recent DM Days New York Conference & Expo. In one morning session, he learned about measuring customer...
Channels
A Bright Outlook
Outdoor Lighting Perspectives might be concerned that a lead-generation mailing program it started for its franchisees earlier this year was getting little...
Small Lender Tries Direct Mail
Equities First Holdings LLC wanted to persuade financial advisory firms to offer its new consumer borrowing plan. The question was how to get the word...
The Mobile Mob
Yes, you can make your e-mail advertising look like a Web page, with loads of content and complex HTML. But your mobile audience is walking around with...
Make a Commitment
These days it seems everybody has a blog or podcast that lets them share their thoughts with the cyberworld at large. But if you want that soul-sharing...
Extra, Extra
Advertising books often will suggest the top 10 or so rules for writing award-winning headlines. (We found four such lists on the Web in less than half...
Op-Ed Columns
A Nice Story
Look elsewhere if you want a dose of midsummer cynicism. This column should be illustrated with a happy face. Exactly 10 years ago this month I was suffering...
Oh, the Places I Will Go
I've been out and about a lot recently. Here's a few things that crossed my mental desk in my travels. You want to be my friend? What's in it for me?...
You Can't Even Say Hello?
Why is it that so many direct marketers use traditional tactics sure to backfire in e-mail while ignoring old-school practices that most likely will pay...
Tiptoeing Toward a Big Idea
Those of you who are old enough and fortunate enough will recall that wonderful Danish pianist/humorist Victor Borge. He combined mischievous tricks at...
Loose Cannon: Missed It By That Much
Here's a riddle: What do children's fears of being eaten by bears, a survey of unfaithful wives and socially disruptive snoring have in common (aside from having nothing to do with direct marketing)? Answer: They're all subjects of press releases sent to Direct magazine....
Nope, Don't Wanna Talk Wid You
That was the delightfully friendly (fiendly?) way a telemarketer opened what turned out to be a delightfully short conversation with whoever delightfully...
Articles
Chicago Is Game
To some, Chicago may be just a city. But to others it's a brand. Mark Mitten, senior vice president, marketing and legacy for the Chicago 2016 Olympic...
Whale Call
Carvel's Fudgie is swimming into mobile marketing this summer to promote the chain's new line of frozen drinks. Consumers who text to 78247 will receive...
On the Fast-Forward Track
For many television viewers the digital video recorder is their very best friend. But to advertisers spending valuable budget dollars trying to reach...
Twinkle, Twinkle
If the sky seemed so bright one night in June that you had to wear shades, blame the Direct Marketing Educational Foundation. Last month the DMEF handed...
Departments
Letters to the Editor
I agree with Tom Collins' assessment of Kyocera's ad (The Makeover Maven, May). I was nodding with each thing he criticized, almost mouthing Tom's questions...
Listline
NEW LISTS Military Issue Sky Media LLC is offering a customer list from its Military Issue collectibles catalog. It includes the names of 21,476 buyers...
