Cox Target Media Restructures

Cox Target Media Inc., Largo, FL, is restructuring its organization, sampling program and the Carol Wright co-op.

Instead of being restricted to working within its division, Cox salespersons will be able to market all of the company's DM programs to clients.

"We now have an advantage of having a single contact to talk to a client about anything they want to do in direct mail," said senior vice president Joseph A. Lillis III.

Cox's sampling services have been centralized in the new Cox Consumer Sampling division headed by John Hamerlinck. The unit will package samples, instead of contracting this task out, enabling it to handle multimillion-piece programs and save about five days' turnaround time.

Finally, Carol Wright's envelope has been redesigned with a window on the back large enough to showcase an advertiser's offer. It provides "double exposure"--once before and once after the recipient opens the envelope.

One result of the redesign has been its attractiveness to e-commerce companies. Such firms anxious to establish their brand sign up with Carol Wright because, in addition to the lower cost, it gives the consumer the URL on a piece of paper to refer to later, Lillis said.