No Feel Appeal? No Problem
HANDMADE CARPETS ARE nobody's pick for an e-commerce sure thing. For one thing, they vary in color and design from piece to piece because they're hand-woven...
Direct Authors Write Up a Storm
Direct's columnists are a prolific lot. They not only write columns, they write books, including four that have just been published. New from Katie Muldoon...
Do I Need This Tonight?
IT WAS TOO EASY. Since there hasn't been much else on TV this summer, my husband and I have found ourselves watching way too many reality shows. Three...
Tylenol Misses Chance to Help Consumers and Sales
CUTE IS NOT ENOUGH. Sure, there's lots of good print ads out there. But there are too many that make neither a case for the product or service, nor a...
A New Buying Cycle for Christmas
Online retailers, fearing the Santa Claus may not make it through airport security lines this December, will be stepping up their holiday marketing. They'll...
Writing the Wrongs
MARKETING COPYWRITERS, mind your modifiers! Take a lesson from the Ottawa furniture store that sent out a Mother's Day flier advertising Soft Stools for...
LISTLINE
NEW LISTS Priests of the Sacred Heart The names of 328,724 Spanish-speaking donors to direct mail mission appeals are available on the Priests of the...
Verizon Wireless Can Hear Its ROI Now
WIRELESS PENETRATION is at 63% in the United States and 75% in the Northeast, according to Stacia Goddard, executive vice president and managing director...
A Call for Education
TWO YEARS AFTER ITS LAUNCH, more than 60 million people are listed on the Federal Trade Commission's National Do Not Call Registry. That's 60 million...
Oh Bother!
LET'S FACE IT, YOU'RE LAZY. That guy in the next cubicle eating a ham and cheese on rye is lazy. The mailroom assistant is lazy. Your vice president of...
Defend Yourself or Pay the Price
IT'S CLEAR THAT SOME MEMBERS of the media think unsolicited direct mail ranks right behind spam as one of the 21st century's great plagues. So what's...
Negotiating Legal Waters
IF YOU'RE IN A BUSINESS THAT wants to market to lawyers, keep in mind that it can be a daunting task. You can't waste their time, because they make their...
Keep It Clean
BUSINESS DATA REPORTedly degrades about 3% to 5% per month. Whew. That means a third or more of your company's information on business buyers and prospects...
Carmen's, Online and in Person
Carmen's Cupones y Consejos, the cooperative mailer for Hispanics, is extending its reach to the Web and event promotions. Parent company Walters Media...
Questioning the HOW of ROI
Marketing executives don't get it and they know it. While 60% of senior-level marketers say measuring and acting on return on investment is important,...
Concur Effort Pulls in Prospects
Concur Technologies Inc. notched a 20% response to a five-part direct mail and e-mail sales-lead nurturing program it began last year for its automated...
Database Marketing Goes to War
GOT A KID IN COLLEGE OR about to graduate from high school? Does he drive a hulking vehicle known more for its lumbering size than its practicality? Start...
It Ain't Easy to Breathe Easy
What's with these Web merchants, demanding everything but your grandmother's maiden name before they'll even let you look at some merchandise? And what...
Ken Magill Joins Direct
Ken Magill, founding editor of iMarketing News, has been named editor-at-large for Direct and Multichannel Merchant effective Aug. 1. Magill will cover...
National List Month
Someone should declare August National Mailing List Month. Why August? Because that's when the list business comes together for its annual tribal rites....
LETTERS TO THE EDITOR
HOW LOW WILL THEY GO? Flatiron Follies (Direct Hit, May 15) was another great example of consumer resistance to marketing and the empowerment by consumers...
Beyond Data Cards
ONCE UPON A TIME, LIST BROKERS MIGHT HAVE FELT their job was as simple as finding the right mix of names for their clients. And list managers may have...
Trade Wind Marketing
HOW'S THIS FOR A cushy job: director of database marketing for the Caribbean area at a major bank. Don't be fooled: It's not all rum and Coca-Cola for...
Curse or Blessing?
So far, so good. That's the prognosis for 2005 for list professionals on the business-to-business side of the fence. After some rough patches, many B-to-B...
Best Foot Forward
The Internet can sell in a lot of categories, but it has one Achilles' heel: It often comes up short in selling highly personalized products that demand...
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