June 2005
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DIRECT Newsline
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| How to Verify Deliverability |
Building and maintaining a business-to-business house file can be daunting. The task is compounded when a company has many different databases with no...
BY BERNIE GOLDBERG |
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Departments
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| DIRECT listline |
NEW LISTS Cheryl & Co. 1-800-Flowers.com Inc. is offering the customer list from Cheryl & Co., its cookie and dessert gift division. Nearly 200,000 catalog...
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| The Multichannel Matter |
When direct marketers began to use the Web, a question emerged: Who's responsible for it? Was it a technology project? Some companies came to that mistaken...
BY ARTHUR MIDDLETON HUGHES |
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Op-Ed Columns
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| Good Company |
According to rock folklore, Keith Richards once responded to a heckler in a club by breaking his guitar over the guy's head. That may have been effective...
BY RAY SCHULTZ (rschultz@primediabusiness.com) |
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| Look Out, McDonald's. Who Needs You? |
Those phony “free” e-mail offers are sliding in a direction I like: Food. Meals. Gourmet dinners. Somebody has recognized the universal truth:...
HERSCHELL GORDON LEWIS |
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General
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| Charming Shoppes Buys Crosstown Traders |
Charming Shoppes Inc. agreed to acquire direct marketer Crosstown Traders from J.P. Morgan Partners LLC last month for $218 million in cash. Charming...
BY BETH NEGUS VIVEIROS |
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| CharterAuction Alleges Click Fraud |
Nate McKelvey believes he has hold of a smoking gun — and no one in authority is interested. Specifically, the founder and CEO of executive air...
BY BRIAN QUINTON |
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| Direct Deposit |
Data is a lot like money. If you have it and you can access it, it's a wonderful thing. But if you don't have it, or you have it but can't get to it...
BY BETH NEGUS VIVEIROS |
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| Getting More Intimate |
Everyone knows that Google, Yahoo!, MSN and Ask Jeeves are in a race to index the whole Web. In a sense, they want to be the Swiss Army knives of search,...
BY BRIAN QUINTON |
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| Hanging Its Hopes |
Best Buy is testing oversize door hangers to promote its Reward Zone customer loyalty program. A 500,000-piece trial began in April in Minneapolis (the...
BY LARRY RIGGS |
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| I'm Tired! |
As of this writing, the finale of season three of “The Apprentice” is less than a week away. Soon the world will know which candidate gets...
BETH NEGUS VIVEIROS |
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| letters to the editor |
GIVE 'EM A REASON As a copywriter, I don't think a communication can ever be “too copy heavy.” People don't read or not read copy based on...
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| Masters of Our Domains |
News item: The Internet Corporation for Assigned Names and Numbers (ICANN) has approved several new Web site domain names. Standbys such as .com for...
RICHARD H. LEVEY |
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| News briefs/directmag.com |
5/17 TWO DIRECT MARKETING FIRMS shut down in 2003 by the Commodities Futures Trading Commission settled Federal Trade Commission charges that they misled...
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| Pop Out to Get You |
White #10 envelope. White #10 envelope. Jiffy Pak containing fold-out mailer with pop-up baby monkey and banana-flavored bubble gum. White #10 envelope....
BY BETH NEGUS VIVEIROS |
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| RSA Locks In E-mail Effectiveness |
When it comes to e-mail campaigns, little things like personalized greetings mean a lot, and big things — like original photography and strong...
BY BRIAN QUINTON |
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| So Why ‘Come to Portland’? |
Tourism ads present a special challenge. They must sell both the sizzle and the steak in a limited space. The sizzle is the glamour and excitement of...
THOMAS L. COLLINS |
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| The Case for Blogging |
Most advertising, marketing and public relations professionals know a blog — short for Weblog — when they see one. But many are skeptical...
BY BOB CARGILL |
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| Wine DMers Ready to Uncork New Markets |
Wine marketers are gearing up for another round of fights following the U.S. Supreme Court decision May 16 that found bans against direct sales by wineries...
BY LARRY RIGGS AND JIM EMERSON |
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| You Ain't Seen Nothin' Yet |
Recently the U.S. Postal Service filed a request for higher rates with the Postal Rate Commission. The postmaster general is on record saying the USPS...
GENE A. DEL POLITO |
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