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...
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...
Good News and Sad News
Coverage from New Orleans and two special friends have departed from the scene....
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...
A Real Page-Turner
WHAT'S THE BUZZ IN ALTERNATIVE media? Look in your mailbox. Much of the recent growth seems to be coming from catalogers looking to make money from both...
Many Apply, Few Are Accepted
GOODMAIL HAS REJECTED more than three-quarters of the companies that have applied for its Certified Email program, according to chief executive Richard...
Judge Strikes Down California Fax Law
A FEDERAL COURT HAS thrown out parts of California's Fax Ban Law, those prohibiting the sending of commercial faxes interstate, because they're pre-empted...
A Friend of the Truth
Jerrold Ballinger, who covered everything from espionage to direct marketing during a long and distinguished reporting career, died Feb. 28 of cancer...
Lights, Camera, WAAAAH!
IT WAS QUITE A SIGHT. As John Williams' theme to Star Wars trumpeted through the air, a majestic fleet marched forward. The Imperial Guard? Think even...
Gold Mine
MANY MARKETERS ARE treading gingerly around the notion of adding a blog to their Web site. Some are worried about the time and effort required to keep...
We're All Deviants
Meet Robert Burns. Burns is a building maintenance supervisor at Windham Tech, a state vocational high school in Windham, CT. He's 53 years old and married....
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