May 2005
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DIRECT Newsline
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| News briefs/directmag.com |
5/3 Search engine marketing expenditures will grow by 33% this year and reach $11.6 billion by 2010, notes a report from FORRESTER RESEARCH. In addition,...
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Departments
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| Data by Design |
More isn't always better. These days direct marketers have oodles of data to choose from, but finding usable information can be a challenge. Experts...
BY RICHARD H. LEVEY |
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| DIRECT listline |
NEW LISTS HealthSaludUSA A 9.8 million-record database, enhanced with more than 400 consumer selections, has been introduced by HealthSaludUSA Inc. The...
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| More Than Just a New Name |
The latest incarnation of Carlson Hotels Worldwide's loyalty program features more than a name change. Yes, it's now part of Goldpoints Plus, parent...
BY RICHARD H. LEVEY |
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Op-Ed Columns
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| Flatiron Follies |
Jason Catlett might disagree, but to me the worst privacy violations are being perpetrated by general advertisers, not direct marketers. DMers aren't...
BY RAY SCHULTZ (rschultz@primediabusiness.com) |
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General
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| A Broad Palette |
Say an artist wants to paint a field of blue flowers — Sapphire Blue flowers, that is. Or maybe he or she would prefer Prussian Hue Blue, or Cobalt...
BY BETH NEGUS VIVEIROS |
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| A Golden Opportunity |
Most people view taxes, phone bills, utility bills and death as immutable forces. But many of them wouldn't think for a moment of ever doing anything...
GENE A. DEL POLITO |
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| A New Policy |
After years of strong gains, the insurance industry is entering a “soft market” where premium growth in most underwriting sectors is declining...
BY IAN TURVILL |
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| A Tale of Two Studies |
JupiterResearch set the Web metrics world ringing two months ago with a published report that found Web users deleting Internet cookies in numbers far...
BY BRIAN QUINTON |
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| Adaptation Is Critical |
When you consider Europe's 45 countries and 20 official languages — not to mention numerous cultural, legal and taxation issues — special...
BY SUSANNE KHAWAND |
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| Building a Better Carrot |
A year ago, John Howard had a problem. He had earned his nickname “The Carrot” for his red hair; in fact, when he began selling printer cartridges...
BY BRIAN QUINTON |
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| Catalog Age Becomes Multichannel Merchant |
Once upon a time, catalogers sold through catalogs, and retailers sold through stores. But most companies are now channel-agnostic. They realize that...
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| Cott Systems' Mailing Targets County Clerks |
A longtime manufacturer of government record-keeping materials has begun a direct mail campaign for an automated land-records management system. Cott...
BY LARRY RIGGS |
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| Home Depot Builds Relationships |
Last year, The Home Depot's 1,900 stores rang up $70 billion in sales. But customers don't elect to shop there because of the company's size —...
BY BRIAN QUINTON |
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| I Can See for Miles (And It Ain't Pretty) |
Nine trillion miles is a very long distance. That's trillion with a “t.” For those who don't have a ruler handy, that's more than twice the...
RICHARD H. LEVEY |
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| letters to the editor |
ROSETTA STONED Mr. Collins forgot something very important in his makeover of the RosettaStone ad: An ad has to be graphically strong enough to stop...
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| Location, Location, Location |
While geo-demographic data can play a major role in a targeted marketing program, its misapplication can cause poor targeting decisions and a waste of...
BY JIM WHEATON |
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| Lost in Mis-Fortune City |
Somewhere around 1997 or 1998, a bright young guy named Donald Bond put together my Web site — www.herschellgordonlewis.com....
HERSCHELL GORDON LEWIS |
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| Next Rate Case Looms in 2006 |
The current postal rate case calling for a 5.4% across-the-board increase will likely be settled, predicted Gene Del Polito, president of the Association...
BY LARRY RIGGS |
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| Omni Ad Doesn't Visualize or Address Prospects |
Target. Target. Target. Got that? Or should I repeat it? Print advertising must visualize and address prospective buyers. It must immediately call out...
THOMAS L. COLLINS |
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| Pyramid Scheme |
Direct marketing is all about capitalizing on opportunities. As we all know, you need to be in the right place, at the right time, with the right offer....
BETH NEGUS VIVEIROS |
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| Silkies Adjusts Its Stockings |
There are many good arguments against starting a continuity club: The limited offerings turn consumers off, and auto-ship programs are difficult to operate....
BY RICHARD H. LEVEY |
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| Speakeasy Tries to Connect With Small Businesses |
Speakeasy, a developer of Internet-based telecommunications systems, is hoping a 300,000-piece mailing it launched in April will perform as well as one...
BY LARRY RIGGS |
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| The Fall of Listworks |
Listworks Corp. Inc. vanished one cold afternoon in February but the events leading to its demise actually took more than a year to unfold. And the impact...
BY JIM EMERSON |
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| They'll Call You |
Don't call us. We'll call you.” That's what 50 million U.S. households told the telemarketing industry when they signed up for the Federal Trade...
BY JON MILLER |
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| Tricks of the Trade for B-to-B E-mailers |
When it comes to e-mail, yesterday's best practices often are today's conventional wisdom. Take scheduling. One piece of channel doctrine states that...
BY RICHARD H. LEVEY |
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