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...
AAA Targets Teens
AAA Insider, one of AAA Southern New England's newest member programs, is also one of its most effective. A year in, free-to-paid memberships are converting at nearly 95%, compared with the club's general renewal rate of around 89%. ...
Low Tech's the Ticket
For all the millions spent on television advertisements last holiday season, comparatively low-tech channels proved most effective in persuading shoppers to patronize specific retailers....
Saving Grace
But why do you want to save? Are you putting away pennies for a sailboat, or to pay your daughter's way through college? Maybe you're dreaming of taking a trip to Italy to see the village where your grandfather was born. All of these reasons are emotional as well as fiscal, a theme HSBC Direct is using for a new series of DRTV ads set to air this month....
The USPS Shapes Up
Great. We won. Congress has passed a postal reform bill, and our worries are over, right? Wrong. Although some reports stated that the 2007 rate hike...
Fruit of Its Labor
Despite an ever-growing Web and retail presence, print catalogs remain an essential part of Harry & David's marketing mix. ...
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...
Listline
NEW LISTS GlobalSpec More than 1.5 million individuals registered to use GlobalSpec's search services are identified on the Engineering, Technical and...
Gold Standard
Sure, many people maintain that the older you get, the better you get. But that doesn't mean a makeover wouldn't hurt. Godiva Chocolatier did just that...
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