Chief Marketer Staff, Author at Chief Marketer

Will Fallout From Sweeps Lawsuits Affect Response to Consumer Mailings?

THE RECENT CONTROVERSY over the American Family Publishers and Publishers Clearing House sweepstakes contests will cause problems next year for both magazine

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Electronic Promotions Threaten DM Couponing

WHILE DIRECT MAIL remained a favored method of receiving samples or coupons, ranking second only behind free-standing inserts in newspapers, its popularity

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Measuring the Loyalty Effect

ONE OF THE best books I’ve ever read on the subject of customer retention is “The Loyalty Effect” by Frederick F. Reichheld (Harvard Business School Press).Many

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No Two Alike

PRINT TECHNOLOGY has allowed direct marketers to edge closer to the ideal of one-to-one marketing. Leading the charge is on-demand printing, which enables

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SHOW AND TELL

THE CONCEPT OF giving consumers “access” to their personal data-allowing them to see, and if necessary correct, information marketers possess about them-seems

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Cable TV Viewers

SINCE ITS June 1948 invention in Mahanoy City, PA, cable TV (then called community antenna television) has made it into 58.5% of all U.S. households,

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USPS May Have Another $1 Billion Surplus

Unless there’s a sudden and sharp decline in mail volume and revenue, the U.S. Postal Service appears to be heading toward its fourth $1 billion surplus

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THE NET PROWLER

CLICKING UPSTREAM In the June issue we covered Narrative Communications Corp. (www.narrative.com) of Waltham, MA and its Enliven banner-ad technology,

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Gluttony Could Spoil Postal Feast

YOU HAVE TO pity the U.S. Postal Service these days. Every time it turns around, there seems to be someone who wants to grab his share of the marbles.

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Homework Assignment

IT’S FINE AND good that the market for selling office supplies to small home offices and businesses is growing by leaps and bounds. But how can direct