April 2005
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DIRECT Newsline
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| GM Uses Web to Give Itself a Voice |
General Motors Corp. is using the Web to build relationships with car buyers and increase consumer conversation about its vehicles. General director...
BY BETH NEGUS VIVEIROS |
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| News briefs/directmag.com |
3/16 THE NEIMAN MARCUS GROUP INC. said it was exploring a sale of the company and that it had hired Goldman Sachs & Co. as its financial adviser. Neiman's...
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| No, It's Mine! |
I'll never forget my first lesson in business-to-business mailing lists. After seven years at Book-of-the-Month Club, I moved over to Ziff-Davis to market...
BY RUTH P. STEVENS |
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Departments
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| DIRECT listline |
NEW LISTS Selective Health Plans More than 330,000 postal and e-mail records for members of Selective Health Plans are available. These individuals requested...
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| Don't Cut All the ‘Carbs’ |
The low-carb diet craze is losing momentum. Unfortunately, this is not the case in the business world. As companies realize the spectrum of benefits...
BY VICKI L. JAMES |
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| Mind Your Business Database |
Son, there are two kinds of people in this world. Those who like chunky peanut butter, and those who eat creamy.” I uttered these profound words...
BY JEFF FOWLER |
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Op-Ed Columns
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| Consumers Are Toast |
Sometimes it pays to forget the hype about one-to-one marketing and look at the reality. Yes, consumers have more choices than they did 20 years ago....
BY RAY SCHULTZ (rschultz@primediabusiness.com) |
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| Hot Tip: It's the Research, Stupid |
"I don't get it. We're using the Most Fantastic Analytical Wonder Ever Devised Software, Clever Consul-tants Unlimited and Miracle-In-a-Box Databases....
KATIE MULDOON |
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| Truth or Consequences? Yeah, Sure |
The e-mail is typical: “Fast acting wrinkle reducer. Try it free. Click here.” OK, I clicked here. On comes a video with someone named “Lori...
HERSCHELL GORDON LEWIS |
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General
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| Chelsea & Scott Boosts Sales, Saves Money With E-Catalogs |
Who says recycling is a chore? Online marketers of all sizes are embracing catalog recycling by putting their books up on the Web site as well as in...
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| Combo Platter |
A question every direct marketing enterprise faces is whether to use in-house or outsourced creative. There's little doubt the desire to reduce costs...
BY MARY ANN KLEINFELTER |
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| FedEx Delivers to Customer Touch Points |
FedEx is looking to both operational and relationship touch points to drive customer loyalty. Operational touch points like phone conversations, online...
BY BETH NEGUS VIVEIROS |
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| Getting Started |
It's a big step for marketers to open up their packages to the many offers vying to be inside. Usually a DMer puts its list up for rental and based on...
BY MARGARET RAVEN GINNS |
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| Grilling on the Hill |
Even before the first witness was called, members of the U.S. House of Representatives were lining up to take shots at the compiled data industry during...
BY RICHARD H. LEVEY |
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| letters to the editor |
OUT OF STEP? I'm glad Tom Collins isn't in charge of makeovers on shows like “The Swan”; his “after” results would look worse...
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| Medicinal Benefits |
Direct-to-consumer advertising has become a major tactic for pharmaceutical brand marketing, accounting for an estimated 12% of 2003's overall promotional...
BY JENNIFER RIGLEY AND DEBORAH FUREY |
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| Opposites Attract |
At times, creative and production professionals probably feel like they're from separate universes, divided by a common language of specs, deadlines...
BY BETH NEGUS VIVEIROS |
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| RosettaStone Ad Gets a ‘B’ in DM Language |
This ad for Rosetta Stone language courses is a puzzle. It surely was not devised simply as a brand-building ad, since no one walks into a language instruction...
THOMAS L. COLLINS |
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| Schumer Pushes for Expanded FTC Role |
How would you like more power? That, in so many words, was Sen. Charles Schumer's question to Deborah Platt Majoras, chairman of the Federal Trade Commission....
BY RICHARD H. LEVEY |
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| Schumer Pushes for Expanded FTC Role |
February 15 ChoicePoint announces that it sold 145,000 consumer data records to scam artists. February 25 Bank of America says tapes containing credit...
Richard H. Levey |
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| Smith on the Hot Seat |
Is a year's worth of credit monitoring enough for victims of identity theft? That question was debated during a contentious exchange between Derek V....
BY RICHARD H. LEVEY |
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| Take Me Out to the Mail Game |
A friend outside of the DM industry asked me recently if the New England Patriots' Super Bowl win or the Red Sox's World Series victory had any impact...
BETH NEGUS VIVEIROS |
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| Taking the ‘Bill Me’ by the Horns |
This issue, I solicit your pity for a catalog recipient. She's a first-year legal associate, has student loans stretching beyond the horizon and is now...
RICHARD H. LEVEY |
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| The Bogeyman Doesn't Wear Brown |
Washington is a rumor mill. Sometimes the rumors have a thread of truth to them; many times they don't. In Washington postal circles, the differences...
GENE A. DEL POLITO |
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| The Data Dozen |
Count 'em: There have been 10 pieces of data-related legislation introduced this year, and two promised. Here's a listing: 1. Social Security Online...
BY RICHARD H. LEVEY |
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| Time for Another Look at Universal Order Entry |
The list industry has been plagued for decades by the lack of a uniform order entry and invoice structure that would benefit all brokers and managers....
BY BOB CASTLE |
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