October 1, 2008 - Page 6 of 10

False Measure

The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment

A Second Opinion

The number of primary keywords for a given industry is finite. Pumping more money into them will result in less efficiency and a higher acquisition cost

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E-mail’s Future? There’s More on the Way

What will e-mail marketing be like in five years? First, readers should keep in mind I’m the guy who predicted in the late ’90s that AOL was going down

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Searching for a Way to Give

More than 60,000 nonprofits have partnered with a new Yahoo-powered search engine and shopping mall to help supporters make donations simply by searching

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Letters to the Editor

SOME FONTS CAN BE DEPRESSING After reading Richard H. Levey’s article Mad Money (August), I just have to say that my mail is replete with starbursts and

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Pretty Pictures, Little Else

Marketing guru Jonathan Salem Baskin has just published a book called Branding Only Works on Cattle. The publisher is promoting it this way: Most people

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Broken Graphics and the 40/40/20 Rule

E-mail marketing executives talk incessantly about the importance of relevancy. And rightly so. But they often also talk about relevancy like it’s new

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20 Plus

Granted, you may not have been waiting for this milestone. But Direct is now 20 years old. It debuted in October 1988 and started appearing monthly shortly

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