November 2005
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Departments
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| Break It Down |
COMPANIES ACQUIRE CUSTOMERS through a variety of marketing channels and offers. Products and services are then cross-sold to increase product penetration,...
BY JEFF NAGEL |
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Op-Ed Columns
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| ‘Green’ Is Growing |
LONG BEFORE GAS PRICES STARTED HITTING A HIGH NOTE, I impulsively bought a hybrid car. Looks like I'll soon have lots of company. The Economic News reports...
KATIE MULDOON |
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| Hail to the Chief |
John Greco is a presidential history buff. But he's getting carried away with himself. He apparently thinks he is president of the United States, and...
RAY SCHULTZ |
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| Wild Kingdom |
WHAT HAPPENS WHEN THE CLAMOR FOR ATTENTION gets more and more strident? Right! Promises, claims, approvals and assurances get wilder and wilder. Just...
HERSCHELL GORDON LEWIS |
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General
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| A Blueprint for Change |
If you haven't read the U.S. Postal Service's 2006-2010 Strategic Transformation Plan, you should. It will provide as clear and concise a guide to what...
GENE A. DEL POLITO |
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| Big Storms May Pinch DMers, Too |
JUST WHAT PAIN CAN DMERS expect in the wake of Hurricanes Katrina and Rita? Speakers at DMA05 pondered that question as Wilma, the 22nd hurricane of...
BY BRIAN QUINTON |
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| Blogspeak Can Grate on the Blerves |
A NEW WORD BEGAN appearing online and generated some buzz recently: blook. It's a book published serially on a blog. Great. The media phenomenon responsible...
KEN MAGILL |
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| Commercials Take Their Toll (Free) |
Use of toll-free numbers, which generated $10.9 billion in 2004, will amount to $14.5 billion by 2009. Direct response TV will continue to take its share:...
Richard H. Levey |
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| Court: Hanover Unit Didn't Deceive |
A California appeals court has ruled that Hanover Direct subsidiary Brawn of California did not engage in a deceptive business practice by charging customers...
BY KEN MAGILL |
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| Easy Closets' Ad Is Cute. So…What's the Message? |
Admittedly, this Easy Closets headline and illustration will bring a downright smile to many readers' faces, a rarity in advertising. So what? It slyly...
THOMAS L. COLLINS |
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| Editor's Note |
Direct acknowledges that the findings and writings of Jim Wheaton of Wheaton Group about the predictive modeling process were inadvertently cited in...
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| Greco Meets the Press |
IT WAS SUPPOSED TO BE DMA president John Greco's coming-out party. The DMA05 conference in Atlanta was the first fall show that was truly his after having...
BY KEN MAGILL |
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| How to Boost Online Catalog Sales |
E-MAILS TO PEOPLE WHO HAVE abandoned their online shopping carts can recover up to 25% of lost sales. Web catalogers should make it easy for customers...
BY KEN MAGILL |
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| LETTERS TO THE EDITOR |
CANNON'S VALENTINE TO NEW ORLEANS What a wonderful column about New Orleans (Loose Cannon, Oct. 15). In all the coverage of the disaster, I haven't read...
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| LISTLINE |
NEW LISTS Go Shopping Mall Online Buyers This list names 328,672 customers who registered at goshoppingmall.com. They made online purchases ranging from...
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| Off the Sofa and Into the Store |
THERE'S PROBABLY A STRONG correlation between couch potatoes and avid movie watchers, which is why Blockbuster Inc. faces a unique challenge: Getting...
BY RICHARD H. LEVEY |
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| On a Wing and a (Soccer) Player |
Lima, Peru — A plane carrying Gambian soccer fans to Peru made an unauthorized detour and faked a fuel emergency to land in time for the West African...
RICHARD H. LEVEY |
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| POLICY PROTOCOL |
IF YOU EVER DARED TO strike up a conversation with an insurance salesman, he might introduce you to a basic tenet of his business: Life insurance can't...
By Ian Turvill |
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| PTC Starts E-zine Program |
PTC, A FIRM THAT OFFERS product life-cycle management tools, has launched an e-mail newsletter program for its value-added resellers, enabling them to...
BY RAY SCHULTZ |
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| SEM Campaign Tracking Gets a Boost |
STUDIES HAVE SHOWN THAT THE IMPACT of a given search marketing campaign probably shouldn't be measured solely by online conversions to a sale. A lot...
BY BRIAN QUINTON |
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| Shifting Landscape |
THE GOLDEN AGE OF E-MAIL DATABASE MARKETING is finally here. At least that's what the leading e-mail service providers (ESPs) would have us believe....
BY KEN MAGILL |
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| Stereo System |
Getting older. It happens to the best of us — and sometimes to the best customer bases as well. Tower Records found just that as it studied its...
BY BETH NEGUS VIVEIROS |
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| The Coning of America |
Steve Cone has never been shy about voicing his opinion. That trait came in handy when we sat down with him to discuss his views on CRM. For starters,...
By Ray Schultz |
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| TIMELINE |
Oct. 19, 2005 The DIRECT MARKETING ASSOCIATION'S revenue and expenses in fiscal 2004-2005 were both slightly up from last year, while revenue from meetings...
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| Turning the Periodical Tables |
BACK IN THE EARLY 1990S, I took a temporary sabbatical from writing to venture into the world of circulation. (Translation: I needed to pay the bills,...
BETH NEGUS VIVEIROS |
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| Up to Scratch |
FOR ME, IT WAS LOVE AT FIRST sight. I'd never seen anything so slim, so responsive, so good-looking. And with those kind of smarts wrapped in that beautiful...
BRIAN QUINTON |
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| VoIP — In or Out? |
MORE SMALL businesses are discovering the benefits and lower costs of voice over Internet protocol (VoIP) systems. According to industry analysts In-Stat/MDR,...
By Mark Sher and Kent Hellebust |
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| Web Keeps New Orleans Business Going |
In the old days, if a small to midsize enterprise was hit by a natural disaster like Hurricane Katrina, the owner was fortunate if all he or she lost...
Jonathan Boorstein |
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