June 2008
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DIRECT Newsline
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| Something to Build On |
Fringe Benefit Group, an insurance company that covers less-than-full-time employees, is sending agents and brokers a branding/lead-generation mailing...
By Larry Riggs |
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| The Sweet Spot |
Some people can never get enough chocolate. But that doesn't mean they'll order it from a catalog — especially one that arrives too often at certain...
By Richard H. Levey |
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| They May Have Already Won |
When a channel that provides 20% of an industry's buyers has been weakened, there are three options: It can fold, limp along or innovate. This is what...
By Richard H. Levey |
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| Tube Draws Future Students to Web |
To reach your target audience you need to be where it lives. For colleges, that means the Internet. Video is becoming the media of choice to drive students...
By Beth Negus Viveiros |
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| Your Song, Your Price |
Think downloading music is nothing more than paying for a tune? Not so fast. “Many sites look at music as a transactional, acquisition-based experience,”...
By Beth Negus Viveiros |
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Features
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| Listline |
NEW LISTS Forbes.com This master file names subscribers to various newsletters offered at
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Op-Ed Columns
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| Sorry We Screwed You Up. So Here's 10 Bucks |
John Talbott isn't a fan of what he calls “apology marketing.” He isn't a fan of Budget Rent a Car. So he finds the two fanless items in...
HERSCHELL GORDON LEWIS |
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| Twin Troubles |
If there are two things direct marketers dread, it's economic downturns and elections. This year we have both, and you can catch up on them in Direct....
RAY SCHULTZ |
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General
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| Below the Line and Thriving |
It's no secret that in these tough economic times direct marketers have to be able to justify their investments. So it should be no surprise that their...
By Jay Garner and Louis de Bellefeuille |
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| Bidding for BAM |
The Brooklyn Academy of Music's annual online auction of fine art accounts for only a small part of the $24 million the performing arts center raises...
Beth Negus Viveiros |
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| E-NOUGH |
Help! They've got our e-mail addresses and they can't shut up! Those who were masochistic enough to sign up for e-mail from any of the '08 presidential...
BY KEN MAGILL |
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| Funny Business |
Let's face it: Most premiums are boring. Pens? Nah. T-shirts? Eh. Mugs? Zzzzzzzzzzzzz… For the recent “Night of Too Many Stars” benefit...
Beth Negus Viveiros |
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| Get to know… MFSANY |
WHAT Mailing and Fulfillment Service Association of New York MEMBERSHIP Fifty-four corporate members with 227 individual participants, including mailers,...
Beth Negus Viveiros |
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| Going Once… |
It's exciting to be in a room full of rapt bidders vying for a prize in a charity auction. But you know what's even more exciting? Raising a lot of cash...
By Beth Negus Viveiros |
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| Hire Power |
The direct marketing job outlook has deteriorated for the second consecutive quarter, according to a survey by Bernhart Associates Executive Search....
Beth Negus Viveiros |
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| How'd You Get Here? |
Back in the day, direct marketing wasn't typically a clear career path for recent college graduates. How did you end up in DM? This month we ask Sid...
Beth Negus Viveiros |
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| If It Looks Like Spam… |
A recent court ruling in Illinois has vast implications for direct marketers. And if there's one lesson DMers must take from the decision it's this:...
KEN MAGILL |
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| Letters to the Editor |
FOUR FOR TOM Thanks to Tom Collins for sticking to his principle that form must follow function and not the other way around. By not caving in to the...
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| Roses Are Red But This Ad Is Blue |
“The Subject Was Roses.” That was the title of the popular Frank Gilroy play and the movie by the same name. It's also the focus of this...
THOMAS L. COLLINS |
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| Stress Relief |
Misery loves company, so we're guessing stress isn't a loner either. Those who are feeling stressed out — possibly by their dry skin — now...
Beth Negus Viveiros |
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| THE FATHER OF POLITICAL DM |
Richard Viguerie became the father of political direct marketing because he hated asking people for money. In 1961 the then “green Texan,”...
Ken Magill |
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| The Goal? Connecting With Women |
Yeah, I guess technically I am a ‘soccer mom.’ I'm a mom, and my oldest son plays soccer. But does that phrase conclusively define who I...
BETH NEGUS VIVEIROS |
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| Two Young Men in Oz |
Australian media mogul Rupert Murdoch must have been feeling a little restless in April. When not trying to acquire his third New York City-based newspaper,...
RICHARD H. LEVEY |
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| Ugly Duck Call |
In March's Pushing the Envelope, I asked readers to share stories of “ugly duck” campaigns — the types of efforts that might not win...
Beth Negus Viveiros |
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