What's Your Click-Fraud Color?
HERE'S A PERSONALITY TEST for search engine marketers: When it comes to fraud in pay-per-click advertising, which of the following statements do you most...
BACK IN THE INBOX
After shying away from e-mail following the dot-com crash, business-to-business direct marketers apparently are embracing it again, and not just for retention....
Humpty Dumpty Does DM
ARE ADVERTISING PLANNERS who fail to include eggs with direct mail, DRTV and magazine space ads in their channel mixes doing clients an injustice? Before...
A Better Opt-Out
MICROSOFT BECAME THE DARLING OF THE E-MAIL marketing world last month yes, Microsoft, the evil empire itself by adding an unsubscribe link to its free...
The First Syllable of Dogma
WE TEND TO REPEAT DOGMA BECAUSE IT'S THE easiest and in the absence of education most defendable argument we can mount. So when somebody asks us what...
On the Phone or Away From Your Desk? Don't Tell Us About It
A while back, the United Nations estimated that spam cost the world's economy $25 billion the preceding year in lost productivity and money spent protecting...
IMP Minimizes List-Rental Risk
PROSPECTING CAN BE A DICEY business, especially for a continuity mailer. But International Masters Publishers Inc. has figured out how to minimize the...
LETTERS TO THE EDITOR
INSIGHTFUL REPORTING Larry Riggs' article about the Kellogg School of Management's direct marketing program (Revised Curriculum, July) was informative...
What They Say Isn't What They Do
Business-to-business e-mail recipients say they prefer to get these messages on Mondays and Tuesdays, according to a study by e-mail marketing services...
Web DMers Dreaming of a Green Christmas
CHRISTMAS MAY SEEM FAR off, but online direct marketers already are anticipating the season. They hope to pull in 20% of their 2006 revenue during the...
Faith and Metrics
If there's one thing direct marketers know, it's that you can't take anything on faith. But they tend to forget that when marketing to the religious....
A Big Mac and $1 Million, Please
Some people view dining at McDonald's as a way to quickly satisfy hunger. For others, at least for a few weeks out of the year, it's a moneymaking opportunity....
Look Before You Send
WHENEVER DIRECT MARKETERS SEND MESSAGES TO customers through a Gmail account Google's free e-mail inbox service they're potentially exposing those customers...
CableOrganizer Gets Users Untwisted
In less than five years, Paul Holstein has gone from having a messy work space to heading an $8 million business. When Holstein a former consultant at...
Wiggles and Doctor Who and SpongeBob, Oh My!
If you attended Direct Marketing Days New York in June, you may have noticed that the Javits Center seemed a bit more animated than usual. And no, I'm...
LETTERS TO THE EDITOR
TAKING IT TO THE BANK Nice story. Well told. And soooooo true (Loose Cannon, July). Banks are a rich source of stories like this I've just been through...
Pay Up or Shut Up
IT WAS THE END OF A TYPICAL airport-to-airport marathon. They were tearing up the remote lots at O'Hare, so it began with a Darwinian struggle for a parking...
Diverging From Convergence
Before June's Direct Marketing Days New York conference, I would have sworn that was a dead-and-gone term. But when one breakout session after another...
Power Yoga
WHO SAID THAT only big magazines can build an online subscription business? Yoga Journal, a niche title that appears seven times a year, is now getting...
CORRECTIONS
International Masters Publishers' list manager was misidentified in the June 15 feature It's in the Cards. ALC oversees the company's file. In The Hidden...
Beckett Media Adds Major League Search
Sports publisher Beckett Media LP struck gold selling sports trading cards and collectibles on the Web way back in the rookie years of 1995. A decade...
Pont Named 2006 List Leader
Stefanie Pont, founder and managing partner of Pont Media Direct, is the DMA's List Leader of the Year. During her two-plus decades in the industry, Pont...
TIMELINE
July 18, 2006 A SLOWDOWN IN THE DM JOB MARKET was reported by Bernhart Associates Executive Search. Its survey of hiring practices noted that only 66%...
Open for Business? Not Quite
I'm not greedy. I can live quite comfortably on a mere $5 million a year. So I would be very happy to have just 1% of the ad dollars that are largely wasted on ads like this one from American Express. It makes one think that such corporations must have summer interns they don't know what to do with. So they give them a job that requires no experience, training or common sense — namely, requesting and OK'ing the company's business-to-business advertising. ...
World Wildlife Fund's Hard S(h)ell
ANIMAL LOVERS EXPECTING to find a panda under their Mother's Day tree this year surely were disappointed: The World Wildlife Fund de-emphasized its traditional...
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