January 2008
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DIRECT Newsline
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| Bidart & Ross Gets In the Mail |
Investment consultants Bidart & Ross decided last year to stop making cold telemarketing calls to drum up leads for its advice about corporate 401(k)...
By Larry Riggs |
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| Fetch! Good Site! |
Anyone who's ever owned pets knows how tough it can be to get them to do what you want. Likewise, online marketers occasionally have a hard time helping...
By Beth Negus Viveiros |
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| Start Talking |
Hello, Ruth. This is Susan Doe from Acme Widgets calling. I'd really like to speak with you. Would you please call me back? You can reach me at 1-800-555-5555.DELETE!...
By Ruth P. Stevens |
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| The Sagebrush Solution |
Some things in Nevada never change. Death Valley has great natural beauty and stultifying heat. Wisenheimers persist in describing Red Rock Canyon as...
By Richard H. Levey |
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Features
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| Listline |
NEW LISTS SOHO Buyers Marketplace Those named on this file used credit cards to make purchases at a national retail chain store. The count for the last...
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| The Write Stuff |
Did you know your customers and prospects are getting hit with about 3,000 advertising messages a day? This barrage of noise is making it hard for anyone...
By Michael Kaselnak |
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Op-Ed Columns
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| Dear Friend |
Everyone has a favorite Abraham Lincoln quote. Mine is the one he made when asked to sign a death warrant for a young deserter. Lincoln said, “I...
RAY SCHULTZ |
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| I Dub Thee…Sir Charge |
Does Ripley's “Believe It or Not” comic still exist? I haven't seen it lately, but if it does I have a perfect candidate for inclusion —...
HERSCHELL GORDON LEWIS |
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General
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| A Bigger Bang |
Congratulations! You are wisely spending your marketing dollars on single campaigns, and the results show it. But are you looking at the big picture?...
By Lisa Hamilton |
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| A Corny Idea |
If you had the man considered the world's first popcorn chef in your employ, what would you do? Dale and Thomas knew the answer was obvious — make...
Beth Negus Viveiros |
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| Another So-So Effort From Dell |
Michael Dell of Dell Inc. (formerly Dell Computer) doesn't need my help. In the latest Forbes 400 list, he was rated the ninth-richest man in America....
THOMAS L. COLLINS |
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| Calling All Web Analysts… |
Is help out there for marketers looking to take the first steps into online analytics? Yes, up to a point, according to a new study from Forrester Research...
Richard H. Levey |
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| Channel Booster |
The results are in and once again, return on investment from e-mail is astronomical compared with other direct marketing channels. But a drastic shift...
By Ken Magill |
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| Ho-Ho — or Ho-Hum? |
Up on the laptop,Click, click, click.Some missives inspired sales,While the others didn't stick. Last issue in this space, we discussed (OK, I discussed...
BETH NEGUS VIVEIROS |
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| Letter to the Editor |
BEING DIFFERENT ISN'T ENOUGH Todd Sullivan (Letters to the Editor, October) believes Dyson's vacuum cleaners being “different” is “reason...
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| Oh, Grow Up |
If you want to grow your enterprise, look within. That's the message from Robert H. Bloom in “The Inside Advantage: The Strategy That Unlocks the...
Beth Negus Viveiros |
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| Paying Off |
Marketers are using more sophisticated metrics to determine the ROI of their cross-channel campaigns. But for many, keeping track of data across their...
By Beth Negus Viveiros |
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| Privacy Crackpots Are at It Again |
Just when you thought the privacy crackpots couldn't get any wackier, they call for a contraption that would kill the Internet economy as we know it:...
KEN MAGILL |
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| Screen Scene |
If your customers aren't already watching your content online, chances are they will be soon. Within the next three years, more than 16 million U.S....
Beth Negus Viveiros |
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| Social Capital |
Hey, big spender! Wanna spend some time with me…online? More and more, financial services marketers are using viral video and other social networking...
By Beth Negus Viveiros |
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| Tidings of the Post-Holiday Season |
Jan. 1, 2008 To: All Employees From: J. Fred Muggs, Merchandise Coordinator, B.S. Pulley Department Stores Re: Reducing merchandise returns Thank you...
RICHARD H. LEVEY |
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| Trail Mix |
Not everyone goes to Nevada just to play the slots. Some go there to golf, others to kayak. And the Nevada Commission on Tourism (NCOT) is reaching out...
Richard H. Levey |
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| Widgets? They're Easy |
Staples has an “Easy” button for you. In fact, it has several. There's the one that's been featured in its print and television ads since...
By Brian Quinton |
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