CORRECTION
In the feature Stay in Touch (Direct, Oct. 1), PTC's senior director of worldwide channel marketing was incorrectly identified as Greg Norman. Greg James...
The Future's in the Mail
IF THERE'S ONE CONSISTENT aspect of direct mail strategy you can count on, it's this: Everything changes. As consumer and donor tastes shift — and they do, regularly — the tactics used to communicate with them should too. Here are some of the latest developments in design and production that'll help keep your campaigns fresh....
Web Watch 2.0
SURE, THERE'S A LOT OF buzz about Web 2.0. But no one agrees on what it really means. Some say it's a new technology. Others, a social movement. Still...
LISTLINE
NEW LISTS Time Life Books Time Life recently reintroduced a direct mail-sold list of continuity book buyers which had been off the market. The file names...
All Over the Place
Maven's Maxims: If you don't have a goal, you can't reach it. If you don't have a target, you can't hit it. This Emcor ad is a good example. First of all, it has a jumble of elements which don't invite walking through it easily from beginning to end. ...
Is Anyone Listening?
FROM MY EARLIER CAREER AS AN audiologist, I can remember the many corny jokes made about diagnosing and rehabilitating people with hearing disorders....
The New Direct
YOU MAY HAVE HEARD SOME BUZZ ABOUT THIS. We certainly hope so. But if not, here's the word on the new Direct. The new Direct? Yes. We've thrown Direct's...
The Power of Tower
THE PASSING OF A ONCE-GREAT retail chain tends to evoke both pity and awe, like the sinking of the Andrea Doria. So it wasn't surprising that the news...
Communications That Count
THE WAY A CATALOG REACTS TO CUSTOMERS CAN AFFECT ITS whole business. That said, it's a wonder more catalogers don't dedicate far more money to stellar communications....
Basket Case
After running small business and online operations for Hewlett-Packard and AOL, Dave Deasy wanted to make his own run at being an entrepreneur. He's the...
Putting a Price on Naughty or Nice
Santa Claus' load would be lightened considerably if he ditched the toy-making elves and chose his gifts from Neiman Marcus' Christmas Book....
Feds Side With Utah in Registry Battle
IN A MASSIVE BLOW TO EFFORTS to have Utah's do-not-e-mail law overturned, the U.S. Department of Justice weighed in with court papers supporting the state's...
GOP Tops Dems In Lists, at Least
One thing the Republicans can't blame their November losses on is a lack of names. There are nearly 600 lists of Republicans, or lists used by Republicans...
Judge Won't Overturn Spamhaus Ruling
A FEDERAL JUDGE IN Illinois recently denied anti-spam blacklisting group The Spamhaus Project's motions to dismiss an $11.7 million default judgment against...
Pay-per-Call Works a Little ServiceMagic
The people ServiceMagic serves are busy folks: carpenters, contractors, landscapers, plumbers, dry wallers, house cleaners and other home-improvement...
Name Games
A mini-test: What do you know about these people? Angel McCray Burton Daly Cary Salter Cecilia Baez Cesar Bower Daisy Bowers Delmer Goddard Ebony Childress...
E-mail's Still King
Marketers that think they should be focusing on RSS and blogs at the expense of e-mail should think again. A recent study by online marketing services...
Cents and Sensibility
IF YOU WANT TO KNOW what's happening in direct response, just open your corporate wallet. To get an update on what types of media direct marketers are...
Amazon Tests Homegrown PPC Ads
ONLINE MEGA-MERCHANT Amazon.com recently began a beta test of a self-service platform that matches product search-results pages with relevant text ads...
And the Winner Is
In previous years I started saving up my holiday catalogs in midsummer. I'd sometimes even log the date they arrived. Then, when holiday shopping time...
Room to Grow
THE PERSON WHO HELPS YOU send out your next e-mail campaign may be a kid, but he's part of a young and growing industry and quite possibly has more job...
What Comes Between Me and My Calvins? Data Security!
DURING THE PAST TWO years, data aggregators, credit card processors and consumer-facing firms have lost, compromised or sold to no-goodniks roughly 98...
An Anti-Ad Complaint Straight From Booby Hatch U
AS THE OLD SAYING GOES: If you'eve taken an intellectually bankrupt position in a debate but want to stack it in your favor, change the definitions of...
Multichannel Mix
Direct talked recently with Chris Carrington and Philip Donahue of catalog design firm Lorel Marketing Group about the catalog and multichannel trends they see for 2007....
LETTERS TO THE EDITOR
I've frequently said to people — ranging from family members to my staff — that, most often, problems arise as a result of some sort of miscommunication....
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