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The Mark(eting) of Zorro

We must confess that Zorro was our first career choice. We could never understand why our parents were upset when we ran down the corridor to carve Zs

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Sweetening the Pot

Publishing files, once the most basic of lists, are now being offered to mailers with a variety of bells and whistles, including modeling, regression

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DMA Names Catalog VP

The Direct Marketing Association has named Roscoe Burton Starek III senior vice president, catalog industry. Starek is a former federal trade commissioner

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USPS Kills Auto Day Mail Program

Under fire from the Newspaper Association of America and even some local mailers, the U.S. Postal Service shelved plans last month to launch its Auto

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You Beta, You Beta, You Bet

A FEW TRENDS have come to light in our semiannual roundup of new database products. Most strikingly, the advent of increasingly powerful desktop computers

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Hello, You Failed. Would You Like to Buy a Blender?

This spring, hundreds of thousands of students found out their grades for the semester over the phone. Before they heard the good (or bad) news they listened

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It’s a Wrap

The annual PMA Star Power conference lived up to its title last month when both Ron Howard and Will Smith spoke to about 500 marketing executives on Warner

The Perils of Premeditated Demotion

Our community has been accused of various offenses, from planned obsolesence to subliminal advertising. Here’s one we actually are guilty of: premeditated

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Pilot Light

For many utilities, it doesn’t matter whether they consider themselves the dog, the hat or the race car: The monopoly game will soon be over.As they accept