Chief Marketer Staff

• Agencies

  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

• Agencies

  Abacus Report: Catalogs Were on a Roll in ’97

  Eleven out of 13 catalog categories experienced holiday season growth in 1997, with five segments having at least a 13% increase in dollar spending, according

• Agencies

  GET promo to give away $164,000 house.

  DALLAS – Giving phone discounts is one thing, but giving away new house to prove your phone rates are worth having?That’s what GTE Corp. is doing in a

• High Life

  FREDERICK, MD – Frederick Brewing Co. is readying an under-the-cap promotion for Hempen Ale and Hempen Gold, the first U.S. beers brewed with hemp seeds.

• Agencies

  Columbia House Starts a Positive-Option Club

  Columbia House has introduced “Play,” its first music club to operate on a positive-option basis rather than the negative option most often used by such

• Agencies

  U.S. Bank Mailing Succeeds Despite Low Response

  Once upon a time there was a direct marketing campaign that didn’t get any response.What-no flurry of telephone calls? No BRCs returned? Nothing.Not that

• Agencies

  Conspiracy Revealed: Intrigue-ing DM Campaign

  He cover for the Oldsmobile Intrigue/”X-Files” movie direct mail piece was a plain brown envelope, which makes sense, given the television show’s bent

• Merger Mania

  NEW YORK – Mergers, acquisitions, and buyouts in the direct marketing industry grew 99 percent during the first quarter of 1998 over same period last

• Targeting Drives Growth

  Marketers’ purchase of nearly $12 billion in ad specialties last year represented record growth of 25 percent from 1996.While most of the growth in 1996

• Agencies

  Listen to This-Free Long Distance

  A new service allows people to sign up for “free” long distance service if they agree to listen to advertising pitches over the phone. One company, Eagle’s