January 2005
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DIRECT Newsline
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| News briefs/directmag.com |
12/13 A proposed amendment to the CANADIAN TELECOMMUNICATIONS ACT would establish a nationwide do-not-call list. If the measure is approved by parliament,...
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| RSA Lead-Generation Mailing Gets 3% Response |
RSA Security Inc.'s fall mailing for its new software drew more than a 3% response and pulled in 16 leads. The e-security firm's campaign targeted about...
BY LARRY RIGGS |
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Features
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| Saluting a Hero |
In cubicles around the world, talented direct mail account executives toil with little hope of praise. When the numbers are strong, the credit goes to...
BY JONATHAN KRANZ |
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Departments
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| DIRECT listline |
NEW LISTS Greatlifesolutions.com Great Life Solutions Inc. has a postal list of 220,000 men and women who paid $100 during the last three months for...
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| Getting Ready |
This issue, Direct begins a three-part series on the fundamentals of a successful database marketing program. The first step in any database marketing...
BY RICHARD N. TOOKER |
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Op-Ed Columns
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| DMA Report Card |
So what do you think of the new DMA chief? John Greco has been on the job almost five months, and he has not been idle in that time. Most of us got our...
BY RAY SCHULTZ (rschultz@primediabusiness.com) |
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| How About Some New Year's Resolutions? |
Sob. I'm not going to have the benefit of my free “2005 Executive Organizer 2-Book Set” from American Express. I could have used the appointment...
HERSCHELL GORDON LEWIS |
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| Serious Competition or Opportunity? |
Something very interesting is going on: Magazines are becoming catalogs and catalogs are becoming magazines. This is nothing like the magalogs of days...
KATIE MULDOON |
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General
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| Call Center Agents Take Control |
Conventional wisdom states that millions can be made and businesses built through cross selling. But it didn't quite work that way for Spaarbeleg, a...
BY RAY SCHULTZ |
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| Child's Play for KinderCare |
Anyone who has ever given a toddler a baseball glove or a 12-year-old the latest incarnation of an Elmo doll quickly realizes that children are not a...
BY RICHARD H. LEVEY |
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| Communications Breakdown |
From the “dog bites man” school of obvious news: One-third of direct marketers feel the biggest challenge they face when dealing with an...
BY RICHARD H. LEVEY |
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| Driving for the Green With SEM |
When Brandon Whildin joined DeKalb, IL-based Diamond Tour Golf as director of marketing about three years ago, the company had almost no Web presence....
BY BRIAN QUINTON |
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| Image on the Line |
While contact center operators generally accept that outsourcing customer service can improve dealings with clients, reduce costs and boost operating...
BY JAMES VANDER PUTTEN |
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| letters to the editor |
DISCONNECT I was interested to read about Herschell Gordon Lewis' experience with catalog ordering by phone (Curmudgeon-at-Large, November). It mirrored...
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| Liner Notes |
Readers looking to set sail to Hawaii, Alaska or the Caribbean should start checking their mail: On Jan. 10, local travel agents will send out 150,000...
BY RICHARD H. LEVEY |
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| Making Change |
Think of it as a fiscal “Goldilocks and the Three Bears.” Like the fairy-tale heroine, some banking customers are looking for a bank that...
BY BETH NEGUS VIVEIROS |
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| Martha Takes One for the Team |
Despite the travails of its namesake, Martha Stewart Living readers are renewing their subscriptions at above-industry levels, the Associated Press reported...
RICHARD H. LEVEY |
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| Prospects May Shun Atkins' Clever Ad |
There's a new kind of print advertising stumbling onto the scene…or trying to, anyway. And it deserves a name, just as Lester Wunderman was credited...
THOMAS L. COLLINS |
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| The Extra E is for AnxiEty |
Last issue, I shared with you a by-the-numbers account of the catalogs in my little corner of the world this holiday season. When I think about it, this...
BETH NEGUS VIVEIROS |
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| The States Want to Tax a Tax! |
Well, it appears the postal die has been cast. Congress has failed to enact a reform bill, despite the efforts of mailers and their representatives....
GENE A. DEL POLITO |
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