May 2008
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DIRECT Newsline
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| A Slip Between Cup and Lip |
March was a busy month for Starbucks. It introduced a new blend, Pike Place Roast, as well as French press and espresso machines to turn out higher-quality...
By Richard H. Levey |
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| GET IT TOGETHER |
In business-to-business marketing, the products sold and the buying process are typically complex, requiring not one but a series of touches. DMers grapple...
BY RUTH P. STEVENS |
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| Testing the Waters |
The Recreational Boating and Fishing Foundation's first direct mail campaign is aimed at persuading former fishing-license holders to renew. In March...
By Larry Riggs |
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| Tooth in Advertising |
For Comfort Dental, the way to cut its teeth on Internet marketing last summer was simple: Start a blog. “People are searching for things in a...
By Beth Negus Viveiros |
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| UNDER ATTACK |
If you're a cataloger there's nowhere to run and nowhere to hide. Paper costs are up. Postal rate hikes come one after another. Fuel costs are through...
By Beth Negus Viveiros |
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Features
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| Listline |
NEW LISTS TheInsideInvestor.com Some 200,000 postal addresses and 100,000 e-mail addresses...
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Op-Ed Columns
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| Survival |
This is not a happy time for catalog marketers. Yes, they got a break on postal rates (as if any rate hike can be called “a break”). But...
RAY SCHULTZ |
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| Watching the Watchers |
How much spam did you get today? That very question is in itself such a cliché it's spam in print. We're assaulted on one side by nonsensical or...
HERSCHELL GORDON LEWIS |
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General
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| A Futile Tug of War |
When I showed this Kyocera ad to another person, the reaction I got was “Looks fine to me.” And indeed it is moderately acceptable by the...
THOMAS L. COLLINS |
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| Ad Astra Advertising |
It must be nice to be a brand marketer. Brand marketers have all the fun of creating advertising without assuming any of the responsibility for generating...
RICHARD H. LEVEY |
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| Avoiding ‘Customer Relationship Manipulation’ |
Recently I received yet another stream of e-mails and phone calls seeking to “add value” to my relationship with the seller. It quickly became...
Ernan Roman |
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| Coming Soon? |
You can watch David Beckham score goals in Los Angeles, but if you want him on your mobile phone reminding you to “say goodbye,” you'll have...
By Brian Quinton |
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| E-mail Killers Strike Again |
Is there anything e-mail related that spammers can't ruin? First they killed graphics; Internet service providers block them. Now they've apparently...
By Ken Magill |
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| From Start to Finish |
Many factors come into play during a mailing piece's development: specifications, pricing and timeliness, to name just a few. But unfortunately, one...
By Dennis Fay |
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| Hey You Kids, Get Outta My Column! |
Many years ago my husband and I were waiting in line for the Snow White's Scary Adventures ride at Disney World in Orlando, FL. To pass the time we tried...
BETH NEGUS VIVEIROS |
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| Jenny, Pick Up |
Remember the '80s? Consumers in Delaware are getting a rude reminder thanks to the number 867-5309 popping up on their caller-ID displays when telemarketers...
Richard H. Levey |
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| Johnny Be Good? |
Nearly half of the respondents to a survey from InfoUSAPoll.com think Republican John McCain would...
Beth Negus Viveiros |
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| Letters to the Editor |
MISDIRECTED DIRECT MAIL Richard H. Levey's February Loose Cannon column brings to mind an ongoing issue I have with the direct mail I've received. While...
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| Somewhere, a Yahoo Marketing Exec Dances on Spitzer's Grave |
Four years before he became infamous as “Client No. 9,” disgraced former New York Gov. Eliot Spitzer's utter lack of integrity was on full...
KEN MAGILL |
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| The Web Suits Them |
“Stop, look and listen” is good advice when arriving at a railroad crossing. It's also sound thinking when trying to build a relationship...
By Beth Negus Viveiros |
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| Walk on Buy |
If you want people to buy more shoes, get them to walk more. That's the idea behind a new point-of-sale poster campaign launched last month by Consolidated...
Beth Negus Viveiros |
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| Watch Your Language! |
With apologies to Shakespeare, “What's in a word…or a phrase?” If you're in business-to-business marketing or telesales, your success...
By Michael A. Brown |
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