June 2007
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DIRECT Newsline
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| A Brand-Boosting Bid |
An ongoing DRTV initiative has helped auction site uBid drive new user registrations at a cost per visitor comparable to online media like paid search....
By Beth Negus Viveiros |
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| Driving Force |
For nearly four years, Nissan dealers have gotten response rates better than 4% to mailings promoting parts and service to their more than 20 million...
By Larry Riggs |
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| Inside Information |
Boardroom Inc. has based entire marketing campaigns on asking questions like, “What food should one never eat on an airline when offered?”...
By Richard H. Levey |
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Features
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| Listline |
NEW LISTS Wild at Work Human resources and benefits directors who registered at Wildatwork.com are on postal and e-mail lists with 25,236 and 7,982 entries,...
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Op-Ed Columns
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| Message From Jupiter |
It'll happen any minute — that big surge of online shoppers we've all been waiting for. Right? Not so fast. Growth has flattened out, and “there...
Ray Schultz |
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| Take This Word Out of Your Dictionary |
Some years ago I was in the audience listening to a speaker who combined two rare traits: transmitting actually useful information, and entertaining...
HERSCHELL GORDON LEWIS |
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General
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| A Day of Giving |
Miss those all-nighters you pulled in college? Looking for a way to give something back? Participate in this year'sCreateAthon. The event — founded...
Beth Negus Viveiros |
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| All for One |
A business-to-business client recently wanted to run an integrated campaign with one clear goal: Get 500 qualified leads. Not 500 responses, mind you,...
By Jonathan Kranz |
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| Are All Your Servers Authenticated? |
Microsoft offered an eye-popping statistic at its Authentication and Online Trust Summit in April: Ninety percent of incoming marketing e-mail the software...
By Ken Magill |
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| Art Wins Over Copy Again |
I did a makeover of an IBM ad some four years ago in this space. That one featured an out-of-focus photo of a reindeer and a headline in white letters,...
THOMAS L. COLLINS |
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| BEYOND PAGE VIEWS |
Monitoring a Web site used to be a fairly straightforward proposition. Leading indicators like traffic, page views and sales gave a pretty good idea...
By Brian Quinton |
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| Controversy Erupts: The Life of Joe Fitz |
The advertising business lost one of its great legends May 7 when Joe Fitz-Morris, founding editor of DM News and Advertising News of New York, died...
By Ray Schultz |
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| Count Off |
According to Colloquy's loyalty program census (see story, page 23), the average American household participates in 12 reward or recognition programs,...
RICHARD H. LEVEY |
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| Dig These Results |
Sure, a construction contractor could test-drive a new tractor at its job site. But doesn't using the machine to build your own dirt track and then race...
Beth Negus Viveiros |
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| Everybody Run, Spidey's Got a…Knife??? |
The world is divided into two types of people: those who like inserts, and those who…well, those who rip them out of magazines immediately. I have...
BETH NEGUS VIVEIROS |
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| Get 'Em Talking |
Everyone knows what word-of-mouth marketing is, but do they know how to make it work for their organization? The mission of “Beyond Buzz: The Next...
Beth Negus Viveiros |
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| Get to Know…DMAW |
WHAT Direct Marketing Association of Washington MEMBERSHIP Approximately 1,200 members, including a wide range of mailers and vendors. One thing that...
Beth Negus Viveiros |
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| Join? Yes. Stick? Well… |
Is your wallet stuffed with loyalty cards? If so, you're not alone. Americans now hold 1.3 billion loyalty program memberships, up from 973 million in...
By Richard H. Levey |
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| Journalists Strut Anti-DM Bias |
The most blatant recent example of the rampant media bias against direct marketing surely was the lopsided coverage given to the more than two-year-long...
KEN MAGILL |
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| Learning to Type |
Ever wonder who invented direct mail? Remington Typewriter Co. claimed that it was “the originator of the advertising circular letter,” and...
Ray Schultz |
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| Letters to the Editor |
MAKING OVER THE MAVEN I love Tom Collins' makeovers. Some may think he's “old school” because he always [stresses] the importance of good...
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| Making the Right Turns |
Prominent attorney James Humes once observed that “the art of communication is the language of leadership.” In other words, skilled communicators...
By Jeff Schmitt |
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| Of Monkeys and Men |
In early May, researchers from the Yerkes National Primate Research Center found a possible correlation between human speech and the gestures of chimpanzees....
BRIAN QUINTON |
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| Postal Pointers |
With last month's postage rate hikes, mailers must deal with a brand-new system where shape matters more than weight. Direct recently sat down with Arnie...
By Larry Riggs |
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| Skirting the Issue |
Craig Cochrane knew he wanted to break into electronic retailing. Armed with an MBA from the University of Southern California and several years in network...
Larry Riggs |
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| Soft Cell |
Analysts keep saying that in the United States there are eight cell phones to every PC. But so far, the mobile sphere is rife with unrealized potential....
By Brian Quinton |
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| Some Do.com, Some Don't.com |
A new survey by the Pew Internet & American Life Project shows that while 31% of American adults get lots of productivity and satisfaction out of using...
Brian Quinton |
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| Tooth Serum |
Even though the camera wasn't so candid, television still gave GoSmile a reason to grin. The launch of a successful long-form DRTV campaign 12 months...
BY BETH NEGUS VIVEIROS |
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