Richard H. Levey

• Agencies

  Catalog Study: Second Q Merchandise Demand Up, But Third Q Looks Soft

  Demand for merchandise from catalog marketers was up 1.6% in the second quarter, spurred by a 2.5% rise in catalog circulation, according to Stuart Rose, a managing director at Tully & Holland.

• Agencies

  Life-Cycle Analytics May Change Acquisition Thinking: Forrester

  Marketers who focus their analytics efforts on prospecting are falling into a trap, argues Forrester Research’s Srividya Sridharan. They place too much emphasis on channel-focused metrics, while giving short shrift to retention and long-term value measurements.

• Agencies

  Aeropostale’s P.S. Rewards Builds Loyalty Among Shopping Moms

  A new loyalty program from Aeropostale P.S. was created using two primary sources of input. Yes, the brand’s marketing executives conducted tests and research. But they also asked their mothers.

  The program, P.S. Rewards, was launched in mid-July to boost the fortunes of Aeropostale’s youth-focused brand. It was created more for the mothers who buy the line’s offerings than for the kids who wear them.

• Agencies

  DM Employers Seek Analytic Skills, Cross-Discipline Knowledge

  Marketing departments are hiring, at least as of mid-summer. Most-desired candidates include those who bring analytic skills to a variety of marketing functions, followed by those who understand the integrated nature of marketing.

• Agencies

  Amnesty International’s Oversized Mailing Pays Off Big

  A new direct mail prospecting package from Amnesty International offers a simple finding for marketers: Paper still works.

• Agencies

  Points And Rewards, Not Discounts, Central to Club Yogi Rewards

  Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it’s definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009.

• Agencies

  Younger Marketers Quicker To Embrace Multichannel Efforts: Survey

  Younger marketers’ use of e-mail, social and mobile channels is no surprise to anyone. But a channel use survey from Pitney Bowes did uncover another channel preference that was unexpected: Marketers under 35 are also more likely than other age groups to use direct mail in their marketing mix.

• Special Report: Seeing Clearly—Dashboards Help Marketers Identify Successes and Problems

  Poring through spreadsheets to isolate underperforming elements in a campaign is a useful exercise for marketers with the stomach for plumbing the depths of rows and columns of numbers, numbers, numbers.

  Which is fine, if one can wait for such reports to be run. But for in-campaign adjustments, for recognizing immediate problems or even determining the general efficacy of current campaigns, a marketing dashboard can offer real-time insight.

• Email

  Data Helps Indiana Tourism Org Boost E-mail Relevancy

  Killing the print edition of its visitors guide may have been the best database-augmenting action Indiana’s South Shore Convention and Visitors Authority ever took. In doing so, the group put itself in a position to deliver better-qualified leads to its member organizations by focusing on online communication.

• Maternity Marketing Media

  In reaching new moms, postal mail may be the best delivery channel for those who’ve recently delivered