September 2005
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Features
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| Dot-com Boom |
THOSE WHO FOLLOW MEDIA SPENDING PATTERNS MAY BE in for a surprise. Four years after the dot-com bust, DMers are creating a mini-boom, according to Direct's...
BY RICHARD H. LEVEY |
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Departments
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| Searching for the Last Frontier |
ACCORDING TO FABLE, THERE once was a princess so delicate that she knew when a pea had been placed beneath 20 mattresses and 20 feather beds upon which...
BY RICHARD H. LEVEY |
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Op-Ed Columns
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| Hiding in Our Rooms |
GAS IS EXPENSIVE, TRAFFIC IS TERRIBLE, THE MOVIE theaters show only junk, parks are overcrowded, and going almost anywhere seems to cost more than you...
KATIE MULDOON |
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| One Minus One |
The dynamic duo of one-to-one is back with another book. Just as Don Peppers and Martha Rogers invented a philosophy, now they've come up with a metric...
RAY SCHULTZ |
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| Thrills From a Latvian Law Firm |
IF YOU'RE OLD ENOUGH TO REMEMBER WHAT WE FONDLY (AND erroneously) refer to as kinder, gentler times, you remember when television commercials were like...
HERSCHELL GORDON LEWIS |
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General
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| A New Buying Cycle for Christmas |
Online retailers, fearing the Santa Claus may not make it through airport security lines this December, will be stepping up their holiday marketing....
Richard H. Levey |
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| Can Web Cure Drug Marketing Ills? |
PHARMACEUTICAL COMPANIES are taking flak on several fronts for the direct-to-consumer (DTC) advertising they've been doing for the last several years....
BY BRIAN QUINTON |
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| Chain Uses Data to Pamper Guests |
WHAT MORE CAN A HOTEL chain do for guests beyond providing them with fabled castles and secluded lodges in 44 locations? Ask Fairmont Hotels & Resorts....
BY EDA GALENO |
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| Direct Authors Write Up a Storm |
Direct's columnists are a prolific lot. They not only write columns, they write books, including four that have just been published. New from Katie Muldoon...
Ray Schultz |
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| Do I Need This Tonight? |
IT WAS TOO EASY. Since there hasn't been much else on TV this summer, my husband and I have found ourselves watching way too many reality shows. Three...
BETH NEGUS VIVEIROS |
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| E-tailers Feel the Burn on Fraud |
WHEN CUSTOMERS ALLEGE that their credit cards have been used fraudulently, retailers — not issuing banks or card processors — pay the lion's...
BY BRIAN QUINTON |
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| First Advantage Gets the Word Out |
First Advantage Corp. Has begun a more than 230,000-piece direct mail postcard and space campaign to promote its eight divisions to Fortune 1000 companies....
BY LARRY RIGGS |
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| Here Come the Registries — Again |
If The Federal Trade Commission says a national do-not-e-mail registry is unworkable and poses a major security threat to consumers using it, it stands...
BY KEN MAGILL |
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| LETTERS TO THE EDITOR |
LIST PROS DESERVE IT Bravo to Ray Schultz for his August Direct Hit column on National List Month. I agree, we list professionals are a rare breed and...
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| LISTLINE |
NEW LISTS Shade Tree Files Catalog customers who bought products and accessories for motorcycles, water sports and all-terrain vehicles are included...
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| No ‘Feel Appeal’? No Problem |
HANDMADE CARPETS ARE nobody's pick for an e-commerce sure thing. For one thing, they vary in color and design from piece to piece because they're hand-woven...
BY BRIAN QUINTON |
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| The Rate Increases Are Coming! |
When the U.S. Postal Service proposed a straightforward, across-the-board 5.4% increase in its 2005 rate case, you could have heard a collective sigh...
GENE A. DEL POLITO |
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| The True Price |
MANY ORGANIZATIONS that start a marketing-literature management program make decisions based primarily on unit costs. After all, the easiest way to judge...
By Ferguson Neale |
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| TIMELINE |
Aug. 18, 2005 A former computer engineer for America Online was sentenced to 15 months in prison for stealing 92 million screen names and e-mail addresses...
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| Tylenol Misses Chance to Help Consumers and Sales |
CUTE IS NOT ENOUGH. Sure, there's lots of good print ads out there. But there are too many that make neither a case for the product or service, nor a...
THOMAS L. COLLINS |
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| Wheel and Deal |
FOR MANY AUTOMOBILE DEALERS, E-MAIL MARKETING IS FAST becoming a communications vehicle that handles well. Infiniti of Coconut Creek launched an e-newsletter...
BY BETH NEGUS VIVEIROS |
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| Writing the Wrongs |
MARKETING COPYWRITERS, mind your modifiers! Take a lesson from the Ottawa furniture store that sent out a Mother's Day flier advertising “Soft...
RICHARD H. LEVEY |
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