Chief Marketer Staff, Author at Chief Marketer

The Goal: Serving Fans

Let’s paint a picture of the best possible hockey fan, at least as far as the National Hockey League’s direct marketing department is concerned. This

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Rx for Direct Mail Headaches

Direct mail is still considered one of the most economical means of communicating key messages to customers. However, those involved in direct mail production

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Oh C’mon Group Hug!

I sat at my desk last night wondering what the heck I was going to write this month to commemorate Direct’s 20th anniversary. Should I do something pithy

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E-mail’s Future? There’s More on the Way

What will e-mail marketing be like in five years? First, readers should keep in mind I’m the guy who predicted in the late ’90s that AOL was going down

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Letters to the Editor

SOME FONTS CAN BE DEPRESSING After reading Richard H. Levey’s article Mad Money (August), I just have to say that my mail is replete with starbursts and

Direct Impact

Event marketing is hitting a high note in these low economic times by enabling marketers to stage effective, efficient promotions as an alternative to

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Service Pays

Nissan USA has been pulling a response rate of about 6% to a 1.1 million-piece mailing it sent out earlier this summer. Long-standing customers were offered

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A Steady Clip

The Sunday paper is still many consumers’ go-to resource for their weekend dose of The Family Circus. But when it comes to getting coupons to feed their

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Wonder Web

Can you define convergence? It sounds like one of those vague buzzwords businesspeople like to use. But it does mean something that devices and platforms

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Microsite Delivers Big

A nice, neat list of multichannel marketing tactics is OK for starters. But putting those strategies into practice is another thing. Johnson Direct worked