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....
The Skinny on Blacklists
The Spamhaus Project made international headlines recently because of an ongoing legal dustup with Chicago-based direct marketer e360 Insight. As a result, the spotlight is once again on the self-appointed — some say vigilante — anti-spam cops that run blacklists....
More for Less
Direct marketing is cyclical. In boom times DMers attempt to change their fortunes through prospecting; in slower periods they focus on nurturing existing...
Banking on Trust
WITH MORE than 8,000 financial institutions angling for assets and many more brokers/dealers, wholesalers and advisers vying to attract and retain investors...
Familiar Faces
Hard as it may be to believe, DMA06 isn't the only fall event worth attending. Another is the Promo Live conference, produced by Direct publisher Prism...
LISTLINE
NEW LISTS Collectible America The names of 17,000 buyers and 10,000 inquirers from the last 12 months are on this catalog's list. The unit of sale ranged...
Becoming a Content Provider
We're content providers, Richard D. Beckman, president of Cond Nast Media Group, told The New York Times in August. Mr. Beckman essentially was saying...
Poisoning the Well
IT'S BECOME A CLICH TO SAY that the Web has changed all the rules about how merchants and companies deal with the public. The many ways consumers can...
Before I Forget
An upsetting self-revelation: I've outlived a surprising number of direct marketers who have been my contemporaries. I shouldn't have been surprised,...
Marketers Test New E-mail Tech
SOME BLUE-CHIP NAMES in marketing and advertising are testing technology that allows senders to embed video in e-mail without any streaming or buffering....
Mailers Face New Postal Rules
WITH THE NEW RATE case taking effect next May, mailers will have many new rules and regulations to look forward to, many of which are expected to set...
Listen Up
E-MAIL EXECUTIVES ARE GROWING TIRED OF THE lack of attention and budget chief marketing officers give the channel. While they understand that 90% of most...
Joe Torre Needs Help. So Does His Ad
IT'S ALWAYS A SHAME TO SEE A WORTHY NONPROFIT RUN A fundraising ad that just doesn't do the job. One can't help thinking that the ad money could have been better spent on the organization's programs. I found this ad for the Joe Torre Safe at Home Foundation in a recent issue of BusinessWeek. ...
Get the Buzz
Looking for the latest scoops and commentary on the world of direct marketing? Visit the DirectBuzz Blog (blog.directmag.com/buzz/), updated regularly...
No Serenity Here
HAVE YOU HEARD OF THE Serenity Prayer? It goes like this: God grant me the serenity to accept the things I cannot change, courage to change the things...
Back to the Start
LEAD GENERATION HAS LONG BEEN THE NAME OF THE GAME IN BUSINESS-TO-business. The complex decision cycles that precede most purchases and the high cost...
Blooper of the Century
IN A JAW-DROPPING EMBARRASSMENT, the state of Utah has mistakenly divulged kids' e-mail addresses on its so-called child-protection do-not-e-mail list — a registry proponents claim is foolproof....
E-mail Tops in ROI
THOUGH THE MONEY MARKETERS spend on it is a pittance compared with other channels, e-mail delivers the highest return on investment by a wide margin,...
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