July 2008
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DIRECT Newsline
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| A Bright Outlook |
Outdoor Lighting Perspectives might be concerned that a lead-generation mailing program it started for its franchisees earlier this year was getting...
By Larry Riggs |
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| Doing Right, in Style |
Bill Bass has such strong faith in a multichannel strategy he's positively agnostic about where sales come from. The CEO of fair-trade clothing marketer...
By Beth Negus Viveiros |
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Features
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| Listline |
NEW LISTS Military Issue Sky Media LLC is offering a customer list from its Military Issue collectibles catalog. It includes the names of 21,476 buyers...
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| Small Lender Tries Direct Mail |
Equities First Holdings LLC wanted to persuade financial advisory firms to offer its new consumer borrowing plan. The question was how to get the word...
Larry Riggs |
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Op-Ed Columns
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| A Nice Story |
Look elsewhere if you want a dose of midsummer cynicism. This column should be illustrated with a happy face. Exactly 10 years ago this month I was suffering...
RAY SCHULTZ |
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| Nope, Don't Wanna Talk Wid You |
That was the delightfully friendly (fiendly?) way a telemarketer opened what turned out to be a delightfully short conversation with whoever delightfully...
HERSCHELL GORDON LEWIS |
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General
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| Chicago Is Game |
To some, Chicago may be just a city. But to others it's a brand. Mark Mitten, senior vice president, marketing and legacy for the Chicago 2016 Olympic...
Beth Negus Viveiros |
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| Content Speculation |
RSS feeds in e-mail newsletters are helping Forex Capital Markets (FXCM) push relevant information to currency speculators in foreign exchange markets,...
Beth Negus Viveiros |
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| Deal With It |
Direct had a full house for this year's list roundtable. Considering all the additional responsibilities on brokers' plates, that's impressive. Clients'...
By Beth Negus Viveiros |
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| Extra, Extra… |
Advertising books often will suggest the top 10 or so rules for writing award-winning headlines. (We found four such lists on the Web in less than half...
By Randall Hines and Robert Lauterborn |
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| Join Them |
What does North American Media Group do? A little bit of everything. The Minnetonka, MN-based company targets niche audiences through clubs, continuity...
By Beth Negus Viveiros |
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| Letters to the Editor |
I agree with Tom Collins' assessment of Kyocera's ad (The Makeover Maven, May). I was nodding with each thing he criticized, almost mouthing Tom's questions...
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| Make a Commitment |
These days it seems everybody has a blog or podcast that lets them share their thoughts with the cyberworld at large. But if you want that soul-sharing...
By Beth Negus Viveiros |
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| Missed It By That Much |
Here's a riddle: What do children's fears of being eaten by bears, a survey of unfaithful wives and “socially disruptive snoring” have in...
RICHARD H. LEVEY |
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| Oh, the Places I Will Go |
I've been out and about a lot recently. Here's a few things that crossed my mental desk in my travels. You want to be my friend? What's in it...
BETH NEGUS VIVEIROS |
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| On the Fast-Forward Track |
For many television viewers the digital video recorder is their very best friend. But to advertisers spending valuable budget dollars trying to reach...
Beth Negus Viveiros |
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| The Long and Short of It |
Pity the marketer sitting in room 1A21 during the recent DM Days New York Conference & Expo. In one morning session, he learned about measuring customer...
By Richard H. Levey |
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| The Mobile Mob |
Yes, you can make your e-mail advertising look like a Web page, with loads of content and complex HTML. But your mobile audience is walking around with...
By Len Shneyder |
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| Tiptoeing Toward a Big Idea |
Those of you who are old enough and fortunate enough will recall that wonderful Danish pianist/humorist Victor Borge. He combined mischievous tricks...
THOMAS L. COLLINS |
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| Twinkle, Twinkle |
If the sky seemed so bright one night in June that you had to wear shades, blame the Direct Marketing Educational Foundation. Last month the DMEF handed...
Beth Negus Viveiros |
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| Whale Call |
Carvel's “spokeswhale” Fudgie is swimming into mobile marketing this summer to promote the chain's new line of frozen drinks. Consumers who...
Beth Negus Viveiros |
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| You Can't Even Say Hello? |
Why is it that so many direct marketers use traditional tactics sure to backfire in e-mail while ignoring old-school practices that most likely will...
KEN MAGILL |
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