Catalog in a Big Box
A WHILE BACK MY SISTER ASKED ME FOR AN ANNIVERSARY gift idea while we were shopping at a mall. At first I couldn't think of anything my husband and I...
Lowering Sales Pressure
Medical instrument manufacturer Medwave is hoping a new Web-based tool will boost sales by at least 10% and lower the cost of its prospecting visits,...
Down to Earth
MOBILE MARKETING is on the way, and it will usher in a Golden Age. Soon we'll all be receiving rich-media ads over our Internet phones, being enticed...
Granola With Style
Direct spoke with Gordon recently about Viva Terra's beginnings and the challenges of starting up a catalog in today's economic environment....
Fax You
THIS ISSUE CONTAINS SOME INTERESTING COVERAGE OF THE problems facing fax marketers. The first is an article on what to do if your insurer denies your...
Fax Fight
DOES YOUR COMPANY send advertising faxes? Make one small mistake and your firm could be sued under the Telephone Consumer Protection Act (TCPA). Most...
Good to the Last Flop
EVERY COUPLE OF YEARS, IN THE PAGES OF THIS MAGAZINE, I wonder publicly about a syndrome we should call slogan decay. No, I'm not sliding back into my...
Nice Story, But Illy's Ad Doesn't Tell It
Mark Twain said, “The difference between the right word and the almost-right is the difference between the lightning bug and the lightning.” This ad for an Illy espresso coffee home-delivery program is more like the former than the latter....
Down to Earth
MOBILE MARKETING IS ON THE WAY, AND IT WILL usher in a Golden Age. Soon we'll all be receiving rich-media ads over our Internet phones, being enticed...
A Weighty Issue
The U.S. Postal Service has done an amazing job reducing costs. But thus far, despite stiffening competition, mailers haven't seen it do much to increase...
Recovery, Cajun Style
More than six months after Hurricane Katrina ravaged the area, the importance of direct marketing to the area's recovery is big, if not easy. Enterprises...
Customers Have a Right to Expect More
IF THE EXPERIENCE MOST OF US have had is any indication, there's something terribly wrong with most customer service in this country. If you live and...
Beautiful Bob
Bob Castle, who will be remembered as much for his generosity of spirit as his formidable marketing skills, died March 8. He was 69. The list veteran...
Laying Out One of the Great Lies
Alexander Graham Bell bequeathed to future generations an instrument that quickly evolved from miracle to necessity. Unconsciously or deliberately, too...
Want Service? It'll Cost You
I hate the Lexus lanes the toll strips more and more states are transforming their under-used carpool lanes into. For a premium price, solo motorists...
Protector or Profiteer?
UNSPAM IS BEHIND THE TWO LAWS ENACTED LAST summer in Michigan and Utah that allow parents to register children's e-mail addresses and other contact points...
Three Paths to Purification
Sometimes I am 99% certain that my makeovers will produce a better return on investment than the original ads. But not always. Occasionally what I have blocked out is merely a creative hypothesis that deserves to be tested....
A DM Laboratory
Keating Magee's headquarters occupies a full floor in the Jackson Brewery building. One side of the suite overlooks the Mississippi River. Occasionally...
No Value Added
Not long ago, the U.S. Postal Service created quite a fury in the business mailing community by proposing to charge marketers a premium if they wanted...
Good News and Sad News
Coverage from New Orleans and two special friends have departed from the scene....
Two-Way Effort for Four-Way Trucks
Atlet Inc., a distributor of material-handling equipment such as forklifts, has begun an e-mail and postcard effort to promote two product lines. The...
Springboard Advertising
In a recent class I attended on international advertising, the professor questioned why anyone would spend an average of $2.5 million (or $83,333 a second)...
The Oldest Scam
It's not clear who invented the We've got a package waiting for you scam. But one early proponent was a cherubic 15-year-old legal clerk known to us only...
Prudential Blends TV and Search
Prudential Financial scored a marketing touchdown during Super Bowl weekend with a branding effort combining television ads and search. A TV spot that...
Metrics? DMers Don't Get 'Em
Most marketing execs pay lip service to accountability. But a staggering 84% say their firms' capacity to measure Web marketing is limited at best. More...
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