What's Next, a Pitch From the Hazardous Waste Unit?
HERE'S A NOVEL IDEA: Only a credit card company's marketing department should craft its pitches. Its lawyers, operations and accounting people should...
Take It From the Top
THERE'S AN OLD SAYING THAT IT'S LONELY AT the top. If that's true, our agency leaders should look around. They're in good company this issue. Direct talked...
A Step Ahead
You want fries with that? Ah, the classic cross sell: offering customers something that complements perfectly what they've already expressed an interest...
Sells Like Team Spirit
The New England-New York rivalry plays out regularly on baseball diamonds and football fields. But online, who wins? We spent some time perusing the sites...
Nothing But the Truth
WHEN A NEW WRITER ENTERS the copywriting game, he or she studies the masters to see what they did and how they approached their prospects. When I started...
LETTERS TO THE EDITOR
IT'S REALLY VERY SIMPLE It's obvious what went wrong with the MIT Sloan Management Review's e-mail promotion: It's virtually impossible to profitably...
Femail Creations Starts a New Business
In 1996 Lisa Hammond was working as an office manager on a construction site in Las Vegas. The need to do something meaningful led her to start a catalog...
Social Anxiety
I went to Lollapalooza this summer, and I fit right in. The ticket came from a friend, and I declined at first, a little put off by the image of my gray...
From the Big Chair
BY THE TIME THIS article sees print, Howard Draft will be one delighted chairman. Or a very disappointed one. It all hinges on the review Wal-Mart is...
The Fine Art of Seduction
If Daniel Morel has a few days off, you might find him atop a peak in Colorado. Or he might be popping in on Tulane University in New Orleans, his MBA...
And on the Left Coast
OgilvyOne's San Francisco office is housed near Union Square at 111 Sutter St., the same art deco building where Sam Spade hung his hat in The Maltese...
Google Aims for Main Street
EVERYBODY'S CHASING SMALL businesses. On the user side, research suggests that anywhere from 50% to 80% of all online searches may have a local intent...
Do You Like to Watch?
More than 106.5 million people or about three out of every five U.S. Internet users streamed or downloaded video during July, according to a recent study...
Getting Personal
WHAT MAKES YOU tick? That's a question that drives Laura Lang, president of Boston-based Digitas. My MBA from Wharton was in finance, but as I looked...
New World Order
The last time Larry Kimmel sat down for a lengthy interview with Direct was in March 2001. Today the world is a much different place, not only for global...
Sparkling in Space
THINK PICKING OUT THE RIGHT ACCESSORIES FOR AN outfit is tough? Try choosing the right accessory to launch your mail order company. That's what Jim Breakell,...
Someone's Watching
Brandon Phillips can tell if you're honoring opt-out requests. More importantly, LashBack's president and CEO can tell if your company's affiliates are...
Letting the Black Dog Sell
Retired Navy captain Bob Douglas founded the Black Dog Tavern on Martha's Vineyard in Massachusetts in 1971 as a 50-seat restaurant. He opened the place...
Timing is Everything
IN COMEDY AND LIFE IN general timing is everything. Miss a beat, and a joke is ruined. Miss a bus, and you might never meet the love of your life. We...
Stay in Touch
YOU NEVER CALL, you never write. Who wants to have their customers say that? Certainly not software marketer PTC, which is seeing an uptick in revenue...
Roll That Web Footage
If you wanna be a video star, the Web is the place to be. A New York research firm has upped its estimate of what will be spent on online streaming ads...
Meet the Broker
HERE'S A STATISTIC THAT PROBABLY SHOULDN'T SURPRISE ANYONE. Of the list companies polled by Direct in its 2006 list use survey (see supplement following...
Would You Rather Switch Than Fight?
Was Arlo Guthrie right? Does 50 people a day walking into an organization, singing a protest song and walking out make a movement? I sure hope so, for...
Putting Kids to the Test
This summer OfficeMax used reality television, teen-idol charisma and online video to connect with kids and in the process boost Web traffic and in-store...
Michigan Casts Wide Do-Not-E-mail Net
THE FIRST CHARGES BROUGHT under Michigan's so-called child-protection do-not-e-mail law show that the state is casting a far wider net than Utah. Far...
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