Cooking Light Increases Readership
What's more satisfying to Cooking Light magazine's management than low-fat teriyaki stir fry with jasmine rice? The recipe for that same dish being delivered...
Smirking Back at Advertising You-phemisms
I was chuckling over the typical ad for the 2005 Dodge Dakota The only V8 truck under $20,000then, under the photo, As shown, $30,360. Recognizing that...
McHugh Reintroduces Postal Reform
Mailing industry groups were generally pleased that Rep. John McHugh reintroduced his stalled postal reform bill at the opening session of the 109th Congress...
An Unthinking Ad for a Brainy Shaver?
Whence cometh this current vogue for ads with no headline? There are some things that never outlive their usefulness. No matter how advanced automobiles...
Learning From the Movies
What does a catalog have in common with a movie? Lots, actually. But only if it's done right. First off, to succeed in a highly competitive environment,...
Person to Person
Sometimes it seems like there are more than in the business-to-business creative handbook. Don't get too emotional. Don't be flashy. Don't use humor....
Broker Home From Thailand
After experiencing four Florida hurricanes in 2004, list broker Marti Berkowitz was on her first vacation in eight years at Chiang Ma, Thailand last December...
Modern-Age Heritage
Never mind cattle, oil wells and ten-gallon hats: Nothing says Lone Star State like a free checking account. You don't agree? Neither did Frost Bank of...
News briefs/directmag.com
1/18 THE KNOT INC. acquired the assets of GreatBoyfriends LLC, the operator of two e-dating services GreatBoyfriends.com and GreatGirl.com. The Knot's...
Blueprint for Success
This is the second installment of a three-part series on the fundamentals of a successful database marketing program. The first, Getting Ready, appeared...
letters to the editor
ALL ABOUT TOM I usually very much enjoy Tom Collins' insights, ruminations and educational columns in Direct. However, with his Atkins ad makeover (The...
An Insert Media Primer
For 2005, more than a billion insert media placements are available in package shipments, blow-ins, bind-ins, co-ops, shared mail and even envelope advertising....
Software Firm Gets 1,500 Leads
Australian software company Integrated Research Pty. Ltd. created more than 1,500 leads for its new product line thanks to an electronic marketing campaign...
Data In or Data Out?
Database management is a complex process that can make or break a marketing program. Some companies handle database management in-house, and others have...
The Rocky Horror Mailing Show
About a year ago in this space, I lamented the fact that people were spending too much money trying to get my attention, but not necessarily in a good...
Correction
A story about RSA Security Inc.'s campaign (Direct, January) misstated the number of leads generated. The actual count was more than 400. The campaign...
Calling India
It's only happened to me two or three times that I know of. I called a toll-free number, usually for some sort of customer service, and found myself speaking...
DIRECT listline
NEW LISTS Hemmings Classic Car American City Business Journals Inc. has released the subscriber list for Hemmings Classic Car magazine. There are 40,626...
The Coming Postal Plague
One of the most fascinating history books you're ever likely to read is Barbara Tuchman's A Distant Mirror. She does a phenomenal job portraying what...
eBay Store Gives Toy Rocket a Boost
If your online store offered Freddy Krueger dolls in three flavors regular, bloody and extra bloody you'd think the world would beat a path to your URL....
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