Dirty Rotten Scoundrels
Nothing is more boring than going through the Direct Marketing Association's Hall of Fame. For every genius on that wall, someone else is there only because...
Another Ignorant J-Word Attack
When a column in a consumer newspaper is headlined Beware the menace of junk mail, you know you're in for a regular ignoramus-o-rama. ...
DMers Take First Look at Second Life
To its 2.7 million registered users around the world, the virtual reality universe Second Life is a nice place to visit, play and shop for completely...
A Capital Idea? Well
The problem with so many loyalty programs is they demand our loyalty but don't volunteer a rat's behind for their loyalty. Veteran air travelers are quite...
The Name Game
Prospective parents are accustomed to lots of tests: for the health of the baby, for its gender, and for the mother's wellness. And so when BabyCenter.com, a content site aimed at parents-to-be, wanted to optimize search traffic, it took a leaf from that baby book and did some testing of its own....
Preview Pain
With the newest releases of Yahoo! Mail and Microsoft Windows Live offering users preview panes by default at least while they're in beta business-to-consumer...
Mixed Breed
Purebreds may fetch a high price at market, but it was a mixed marketing pedigree that helped the American Society for the Prevention of Cruelty to Animals...
Dry Run
Reader's Digest created a systematic and disciplined approach to testing new products, primarily because of the creation of expensive one-shot books and...
A Ho-Ho to Remember
Remember all those great corporate holiday cards and gifts you got in December? By and large, neither do we. Sure, there were some yummy boxes of candy...
Marketing Mercenaries
One of my all-time movie faves is Last of the Mohicans, because it's a classic film about pre-Revolutionary America, because it's beautifully photographed,...
Watch This
Publishers and other marketers looking to get their customers' and prospects' attention might want to put on a show — a video Webcast, to be specific....
DRTV Gets Some Respect
When David Savage graduated from college in the early 1990s and landed his first job at a PR firm working with clients like Guthy-Renker and Anthony Robbins...
Write Away
If you're at a loss for words next time you sit down to write a sales letter, you might want to take a look at “Gabay's Copywriters' Compendium: The Definitive Creative Writer's Guide” (Butterworth-Heinemann/Elsevier)....
Half Empty or All Empty?
Are these people nuts? Do they have money to burn, and can't find any better way to get rid of it? Wait, wait. I'm forgetting my 2007 New Year's resolution...
No Promotion Before Its Time
It's a cold afternoon in January, and a woman's thoughts turn to drinking. Well, why not? I mean, something has to take the chill off the old bones, right?...
Stranger in Paradise
There's an unlikely figure roaming the beaches of Oahu. He stands aristocratically erect, his nose aimed at the heavens as though avoiding the stench...
Political Post
One thing we've never been able to figure out is when and how politicians started using direct mail. Some sources say it was during the 1960s, when large donor and voter lists became available....
Letters to the Editor
DRAFTFCB: A GUIDING LIGHT Chicago Sun-Times columnist Lewis Lazare's doom-and-gloom appraisal of the Draft-FCB merger as one of the darkest moments in...
The Buck Starts Here
Jerry Bernhart, president of Bernhart Associates Executive Search, recently gave us his thoughts on DM compensation in today's hiring market. It's true...
Window-Shopping the Small Screen
Little more than a month after the holidays, many consumers probably still have psychic scars from the jammed malls and parking lots. Those memories may...
Credit Where Due
To offer insight into the cumulative effect of online exposures, analytics and marketing agency Avenue A/Razorfish issued the research white paper “Actionable Analytics.” The study's media analytics section provides clues to determining a correct media mix....
CORRECTION
The photo accompanying AAA Targets Teens (January) is not of Mary Wyatt but of Sue Burns, AAASNE's director of marketing membership....
ZIP+4 + 2 = ZIP+6
How do you get an entire newspaper chain to improve its targeting? It's not easy when you own 90 papers, ranging from small weeklies to big-town dailies....
CLARIFICATION
RCI Global Vacation Network uses SAS' Enterprise Miner data-mining software in its customer modeling work (Vacation Planning, January)....
Hospital Scores With New Mail Package
Sometimes it pays to take a risk. The San Antonio Hospital Foundation of Upland, CA sent out a 5,000-piece mailing last November to solicit donations...
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