The Fine Art of Ed McLean
IT MIGHT SOUND BIZARRE TO compare a DM copywriter like Ed McLean with the novelist Nelson Algren. But McLean, who died in August at age 77, shared certain...
USPS: Young Consumers Like Direct Mail
Generations X and Y are just as likely to be reached by direct mail as their baby boomer parents, according to the U.S. Postal Service. Research commissioned...
Zero Tolerance
HOW SAD IT IS THAT WHEN CUSTOMER SERVICE MAKES HEADLINES, they're almost always negative. Take the rash of stories about Comcast that appeared in the...
Terminix Mailing Gets 3% Conversion
Pest-control firm Terminix Commercial has managed a 3% conversion rate from a direct mailing aimed at cross-selling existing customers new services and...
Get Some Perspective
AT A RECENT DATABASE marketing conference, several exhibits featured automatic or semi-automatic data mining systems. Each vendor claimed his or her approach...
LETTERS TO THE EDITOR
TWO FOR TOM I've been an admirer of Tom Collins' work for years, and I think The Makeover Maven is the best thing in Direct. I've always found Tom's analyses...
Rules of Virtual Thumb
ADVERTISING EXISTS TO help companies make money. That's it. There are no moral victories in marketing. Chances are you already know this, and you're pretty...
LISTLINE
NEW LISTS Plein Air Magazine Streamline Publishing Inc. has issued a list of 13,856 subscribers to Plein Air, a magazine for fine art collectors and artists....
Pay-per-Call Picks Up Speed
WHILE NO ONE WOULD SAY growth in pay-per-call search advertising is exactly explosive, the future got a lot rosier in the past six weeks. The business...
Keeping Current
THEY SAY IT TAKES A VILLAGE TO RAISE A CHILD. The same could be said about creating a successful direct mail piece. The creative team. The marketing manager....
A Different Kind of Workers' Comp
CompUSA may have a cure for triskaidekaphobia fear of the number 13 at least among small office/home office (SO/HO) owners. The Dallas retailer has launched...
USPS: Port in a Storm
IF THERE EVER WAS ANY DOUBT THAT mail and the U.S. Postal Service still play important roles in the way we communicate and do business, it dissipated...
J. Crew Previews Growth Strategy
J. Crew has big plans for 2006. The high-end preppie apparel company expects to debut Crewcuts, a line of children's clothing for 2- to 8-year-olds. Offerings...
Clause by Clause, With Claws Out
AUGUST TRADITIONALLY IS a slow month for celebrations, so I hope alert readers recognized a rare opportunity to celebrate last month when Federal Trade...
Grounded or Airborne?
AT LUNCH THE OTHER day we listened, fascinated, as a group of prosperous businessmen discussed their frequent flyer miles strategies. One of the group...
DMers on an M&A Roll
Direct marketing mergers and acquisitions hit a record $18.3 billion in the first half of this year, a 30% increase over the same period in 2004, according...
Boom Times for CRM Tech
If the $10.9 billion marketers spent on customer management applications in 2004 didn't sate the appetites of vendors, fret not: By 2009, this market...
Survey Finds a Database Gap
AMERICAN COMPANIES AREN'T AS data-savvy as you might think. Sure, they're willing to spend money on it. For example, 70% plan to increase their database...
Search Terms of the Condor
SAY YOUR COMPANY IS MANAGING A SEARCH MARKETING portfolio of 10,000 keywords. You're pushing your human resources to the limit. But you're coping. Now...
Sizing Up Prospects
Bill Gates, CEO of Apple ComputerDan Rather, anchorman for Fox News Michael Jackson, honorary president of Boys Town USA. All bad matches, wouldn't you...
Inaction Threatens E-mail Authentication
As Microsoft's November deadline for e-mailers to authenticate messages sent through its servers draws nearer, pressure is mounting on firms to take action....
Toward the 22nd Century
This essay on the future of direct marketing was the winning entry in a competition held by the Chicago Association of Direct Marketing to help celebrate...
'Will You Help the Jews?' A 1939 Direct Mail Letter
It never fails to amaze me how direct mail holds up a mirror to American life. That includes the dark side. Take the letter sent in March 1939 by a group...
Charities Raise Katrina Funds
AS WAS THE CASE WITH LAST winter's tsunami, several charities almost immediately began raising money online to help victims of Hurricane Katrina in New...
If You've Got It, Flaunt It
LET ME TELL YOU ABOUT A company that is completely charming. Before entering its office in the commercial center of an art-directed New York suburb, you...
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