February 2008
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DIRECT Newsline
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| Networking Opportunity |
Sure, online social networking is all the rage. But remember good old-fashioned in-person events, where human beings interacted face to face instead...
By Beth Negus Viveiros |
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| Tide Turns for A&P |
Here's a marketing insight you probably didn't know: Cleaner supermarket shoppers tend to be better fed. Well, one could infer that by looking at A&P...
By Richard H. Levey |
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Features
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| Engaging Consumers |
In the past, most direct marketers followed the axiom “Keep it simple, stupid.” These days progressive DMers offer consumers a breathtaking...
Donn Rappaport |
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Op-Ed Columns
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| The Golden Age |
Here's a stumper you may not be able to answer: Which DM trade publication published the following story? “The baby was born on a Tuesday and officially...
RAY SCHULTZ |
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| These Goose Eggs Are Brass, Not Gold |
We're in the middle of an epidemic. The force-communication goose that's supposed to lay golden eggs — e-mail — is laying so many brass eggs...
HERSCHELL GORDON LEWIS |
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General
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| Barracuda Needs a Swift Kick |
Marketers should bury their collective foot in the rear end of Barracuda Networks' communications department. The Internet security firm certainly deserves...
KEN MAGILL |
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| Curmudgeon on Film |
On a recent afternoon at the cinema, we were thrilled to see a shout out to Direct's own Herschell Gordon Lewis in the new movie “Juno.”...
Beth Negus Viveiros |
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| Cyber Stumping |
In case you missed it, something very interesting happened in December at Barack Obama's rally in Columbia, SC. A viral marketing event broke out. The...
By Brian Quinton |
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| Deal or No Deal |
Wikidealz.com launched recently with the hope of bridging the social networking and online shopping...
Beth Negus Viveiros |
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| Expense Report |
Most businesses don't know how much they spend on printing because these costs often are bundled with other expenses or buried in departmental budgets....
By Dennis Fay |
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| Fishy — But in a Good Way |
I've come to the realization that I have no right to be impatient with my toddler sons' short attention spans — mainly because I'm not sure if...
BETH NEGUS VIVEIROS |
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| Get to Know…DMFA |
WHAT Direct Marketing Fundraisers Association MEMBERSHIP About 300 nonprofits and vendors in New York, Boston and Washington. Board members include executives...
Beth Negus Viveiros |
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| Hey, (Your Name Here)! |
In the ongoing search to find the next big idea to take our marketing performance to new heights, we can be forgiven for occasionally going overboard....
By Grant A. Johnson |
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| It's Your Reputation, Stupid! |
If there's one concept traditional direct marketers have had trouble grasping, it's e-mail reputation and how it affects deliverability. The reason?...
By Ken Magill |
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| Letters to the Editor |
PCH DEAL SETS DANGEROUS PRECEDENT I read Ray Schultz's January editorial about being a “friend” minutes before reading the article regarding...
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| Man Your Battle Stations |
It isn't news to anyone that consumers in America are more concerned about data and privacy issues than ever before. “The issue is not going to...
Beth Negus Viveiros |
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| NEW LISTS |
National Smokers Survey Responders A list of 2.7 million smokers who participated in a national online survey of smoking habits and preferences. More...
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| Now What? |
The combination of unlimited choice and the ability to find anything and everything quickly has shifted the power from direct marketers to their customers....
By Keith Wardell |
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| Perish the Thought |
There are some things that should never be purchased from clearance sales. Shark repellent, for one. Heart medication, perhaps. Mail-order brides. Dinner...
RICHARD H. LEVEY |
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| Poor Visibility |
To start with: Mea culpa, sorta. In several recent makeovers, I dissected and redid an ad which I later discovered was one of a series of ads. The presumed...
THOMAS L. COLLINS |
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| Power to the People |
In 1998 the dot-com boom was coming on fast, and it seemed the Web would provide marketers with unimaginable precision, power and reach. But 10 years...
By Donn Rappaport |
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| PUBLIC OUTCRY |
Maybe you're an avid fan of Charlie Rose. Or perhaps Curious George holds more sway in your home. Either way, Eight/KAET wants to connect with you. The...
By Beth Negus Viveiros |
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| Red Zone |
Viral marketing and search is helping Internet radio station MyREDLounge.com find an audience for...
Beth Negus Viveiros |
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| Taking a Flier |
A&P Canada Inc. uses analytics for more than segmentation. It applies the same insights when distributing fliers. Like most supermarket chains, A&P had...
Richard H. Levey |
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| The Next Big Boom |
Look around at your top account execs, creatives, copywriters and Web designers. Think you'll still have all that expertise in 10 years? Maybe not. In...
Beth Negus Viveiros |
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| They're Nuts |
If your favorite television show got canceled, what would you do? See what else was on? Write a letter of protest? Fans of CBS' “Jericho”...
Beth Negus Viveiros |
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