DIRECT Magazine
Print Magazine Article Archive
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NEW LISTS ConstructionProGuide.com Postal and e-mail addresses are available for 287,388 individuals in the construction industry who registered at ConstructionProGuide.com....
To Obama, I'm Still Stupid
Hey, everyone! I made history! I am proud to report that I'm the first private citizen I know of to have been officially called stupid in an e-mail from...
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NEW LISTS SportsFanReview.com SportsFanReview.com has lists of 502,827 postal and 602,827 e-mail addresses. Fans of college and professional teams are...
Letters to the Editor
B-TO-B DM TESTING Just read Ruth Stevens' article (Scaled-Down Testing, November) and thought it was great. I took away several ideas for testing.Scott...
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NEW LISTS Laptops for Less This list names 125,000 buyers of parts and accessories for laptop computers. Batteries and projector lamps were among the...
Correction
American Satellite of San Diego does not require a $295 termination fee as part of its service agreement for DISH Network, as reported recently in Direct...
Letters to the Editor
TESTING CANADIAN WATERS It was extremely reassuring to read Larry Riggs' article Northern Exposure (September). I assisted in launching Crest Fruit Inc.'s...
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NEW LISTS iPhone Life The 104,352 consumers on this list from Smartphone magazine, ranging from students to traveling business executives, indicated an...
Tracking Top Shoppers
Q: Do you know your best customers? Retailers said they It's no wonder more than a third of retailers don't know who their top shoppers are: Half of those...
Searching for a Way to Give
More than 60,000 nonprofits have partnered with a new Yahoo-powered search engine and shopping mall to help supporters make donations simply by searching...
Service Pays
Nissan USA has been pulling a response rate of about 6% to a 1.1 million-piece mailing it sent out earlier this summer. Long-standing customers were offered...
The Big Easy
Database marketing has become socialized. It used to be the province of the biggest firms. But no more. For one thing, software has been improved so that...
Broken Graphics and the 40/40/20 Rule
E-mail marketing executives talk incessantly about the importance of relevancy. And rightly so. But they often also talk about relevancy like it's new...
E-mail's Future? There's More on the Way
What will e-mail marketing be like in five years? First, readers should keep in mind I'm the guy who predicted in the late '90s that AOL was going down...
False Measure
The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment...
Goal: Serving Fans
Let's paint a picture of the best possible hockey fan, at least as far as the National Hockey League's direct marketing department is concerned. This...
A Little Too Personal
Think about it. You're browsing through your mail and come across an oversize postcard from your health club. Printed across the back in large text you...
Wonder Web
Can you define convergence? It sounds like one of those vague buzzwords businesspeople like to use. But it does mean something that devices and platforms...
It's Mobile, Baby!
Just in time to entertain the hordes of direct marketers set to descend on Sin City for DMA08, Vegas.com is rolling out what it calls Las Vegas' first...
Can This Woman Save Direct Marketing?
Linda Woolley has just signed on for what's arguably the biggest challenge of her career. But judging by her r she's been gearing up for it for more than...
Microsite Delivers Big
A nice, neat list of multichannel marketing tactics is OK for starters. But putting those strategies into practice is another thing. Johnson Direct worked...
An Unpopular Opinion
Making a negative comment about McDonald's is like making a negative comment about God and motherhood. Not since I saw a full-page ad for Louis Vuitton...
A Muscular DR Campaign
CelebDirect has begun a direct response print, online and infomercial campaign for the Muscle Flex exercise system. It's starting with half- and full-page...
They've Got the Power
Today's consumer is in control. But you already knew that. What you also need to know is how to market in a world of constant experimentation, new metrics...
Now the News Is Happening to Us
You want to talk about direct mail copy? Nothing can beat a series of letters sent by Time magazine during the early years of World War II. Few copywriters...
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