Chief Marketer Staff

• Agencies

  IMP Minimizes List-Rental Risk

  PROSPECTING CAN BE A DICEY business, especially for a continuity mailer. But International Masters Publishers Inc. has figured out how to minimize the

• Agencies

  Humpty Dumpty Does DM

  ARE ADVERTISING PLANNERS who fail to include eggs with direct mail, DRTV and magazine space ads in their channel mixes doing clients an injustice? Before

• TV That Pops

  Fun fact: Did you know that 80% of popcorn consumed at home is eaten while watching television? So what better pair to get together than Orville Redenbacher

• Agencies

  What Went Wrong?

  Deborah Gallagher isn’t convinced that e-mail works for prospecting. But she’s willing to give it another chance. The MIT Sloan Management Review’s director

• Time to make technology investments pay off

  Call it Labor Day Gloom. As the last days of summer wind down, consumer confidence, as reported by the University of Michigan, has reached lows not seen

• Agencies

  Web Works Wonders for Hair-Care Firm

  Dr. Miracle’s is using direct response print, television, the Web and unconventional advertising wisdom to make a name for itself. And it seems to be

• Agencies

  Web DMers Dreaming of a Green Christmas

  CHRISTMAS MAY SEEM FAR off, but online direct marketers already are anticipating the season. They hope to pull in 20% of their 2006 revenue during the

• Sampling Smarts

  General Mills wants Hispanic moms to know What a rich and wonderful life it is. It sounds sexier and more colorful in Spanish: Rica Vida, the tagline

• Agencies

  Many Questions, Few Answers

  INQUIRING MINDS WANT TO know: Will R2006 be the last rate case mailers have to deal with under the present postal ratemaking system? Will we see an end

• Agencies

  What’s Your Click-Fraud Color?

  HERE’S A PERSONALITY TEST for search engine marketers: When it comes to fraud in pay-per-click advertising, which of the following statements do you most