Testing the Waters
The Recreational Boating and Fishing Foundation's first direct mail campaign is aimed at persuading former fishing-license holders to renew. In March...
Coming Soon?
You can watch David Beckham score goals in Los Angeles, but if you want him on your mobile phone reminding you to say goodbye, you'll have to go to Hong...
From Start to Finish
Many factors come into play during a mailing piece's development: specifications, pricing and timeliness, to name just a few. But unfortunately, one of...
The Day Andi Emerson Made Me a Man
Roughly a decade ago I underwent a rite of passage that was necessary to my becoming a full-fledged direct marketing reporter. This rite occurred at the...
Industrial Strength
ThomasNet revamped its business plan by giving the people what they wanted — and what they wanted was less paper....
Bare Bones
Postal reform works. The rate hike that takes effect May 12 is the lowest in memory: an average of 2.88%. And some mail classes are getting even less than that....
Calling Up From Down Under
It's no big news that the United States lags behind other countries in mobile technology adoption. Australian mobile marketing firm 5th Finger recently rolled out here intending to change that. Direct chatted with founder/vice president of marketing Steen Andersson and CEO Campbell Corfe about the challenges they're facing in getting Americans to go mobile....
Listline
NEW LISTS WallSt.netFinancial Media Group Inc. has a list of 78,843 investors' e-mail addresses. The file combines registration data from WallSt.net and...
It's Not Brain Surgery
News item: A new research system measures consumers' reactions to advertising. Test subjects wear a baseball cap containing microsensors that track changes...
Green Hype
The Federal Trade Commission announced last month that it's revising its packaging guidelines to make them more environmentally sound. Fair enough. The...
Yes They CanPull Pranks
As the primaries chugged along in February, some pranksters apparently found their own path to change by signing up anti-spammers' e-mail addresses and...
Healthy Dividends
Most marketers would be ecstatic with the $2 million-a-year savings in print costs alone that United Healthcare's custom e-mail newsletter has achieved. But the health insurance provider has more lofty goals....
Eyes Online
Television and movie writers are now back to work. But will the audiences be back too? A poll taken by online lead generator Prospectiv during the strike...
Beyond Brown Bags
If you were a kid, which would you choose as your lunchtime attaché: a plain brown bag or a colorful sack featuring games, puzzles and cartoon characters?...
Letters to the Editor
SUGGESTION BOX I think Tom Collins' January makeover is an improvement, but could be less junky looking or simply less cluttery by moving the How We Helped...
Down and Dirty
If you're a small marketer, chances are good you've got more promotional chutzpah than budget. The Complete Idiot's Guide to Guerrilla Marketing, by Susan...
Engage 'Em
Why do direct marketers have a such a tough job measuring the value of their custom magazines, newsletters and microsites? One reason is that they're...
Novel by Design
Beginning writers typically are advised to write about what they know. That's a lesson Chip Kidd took to heart. Kidd is best known as a graphic designer...
Nobody Left to Blame
It happened again last month: Another JupiterResearch e-mail buyer's guide, another round of press releases from all the service providers congratulating...
New and Improved
Everybody likes to freshen up with a new look in spring, and the Chicago Association of Direct Marketing is no exception. This year CADM is rebranding...
Go All the Way
You may recall a few or marketing campaigns that received industry accolades for message consistency across channels, clever use of online technology...
Back to the Future
Did we ever have kinder, gentler times when direct marketing simply meant direct mail? We look back fondly at what we remember as happy days when we weren't...
In Good Shape
New mail formats could be the cure for DMers' postal headaches...
An Original or a Copy?
Quick is FedEx Kinko's new business loyalty program the original or a copy? It's a little of both, actually. On April 2, the Dallas-based company is relaunching...
Have Brand, Will Travel
With the dollar hitting new lows against other currencies, it seems the United States is headed for a recession. Does that mean direct marketers considering international expansion should put those plans on hold? Not necessarily....
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