Chief Marketer Staff, Author at Chief Marketer

Boys Will Be Boys

What do men want? That is, men who are young, single, spendthrifty and care deeply about how Jessica Simpson appears in a push-up bra? Freud never asked,

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Food for a Lifetime

When it comes to direct mail, the United States is really in a class by itself. Direct mail advertising and marketing are part of the way many enterprises

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Still the Champ

Never mind the young bulls: Playboy is still the magazine to beat. The magazine founded by Hugh Hefner in 1953 has a monthly circulation of more than

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Developing an Effective Segmentation Scheme

In our last article (Customer Segmentation: Problems, Solutions, DIRECT, March 1), we defined the objective of a survey-developed attitudinal segmentation

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Copier Ad Isn’t Badbut Could It Be Better?

Admittedly, this issue’s makeover is pretty extreme from a cute, contemporary high-fashion ad for the Toshiba e-STUDIO810 copier to a direct marketing

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Slamming the Spam Scams

We’re not only cooking the goose that should be laying golden eggs. We’re throwing out the breasts and thighs and keeping the fat. The wishbone? It’s

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DMA Tells Catalogers How to Handle War

Catalogers are just as unsure of the future as everyone else. But they now have a tool to help them survive a war or calamity. The Direct Marketing Association

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What’s your Pleasure?

Direct marketers can no longer ignore the fact that the industry is in a crisis. All the evidence we need is the anger expressed by recipients of the

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E-mail Tests Waters for Direct

Plus Vision Corp. of America has found an effective way to test its direct mail and space ad messages: e-mail. More than just an element of the manufacturer’s

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Chemicals Firm Replaces Mail With E-Letter

Advanced Polymer Alloys, a chemical manufacturer facing a budget crunch, replaced postal mail and direct response space advertising last year with an