Agencies

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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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  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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  RECRUIT THE A-TEAM

  IT’S GENERALLY believed that after a certain amount of time spent working the phones, telephone representatives burn out. I maintain that reps are more

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  Splinter Groups

  SOME FOLKS can’t leave well enough alone. When Nancy Miller, marketing analyst for Parkersburg, WV-based Woodcraft Supply, first started using a neural-network-based

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  Long-Term Fix

  WHAT IT COST to keep a customer, and what’s it worth over the long haul? These are two of the most important questions DMers can ask themselves these

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  R.I.P. = RIP-Off: Everybody Is Cashing in on Diana

  I WONDER WHAT so many of the collectibles marketers would have done if Princess Diana hadn’t been killed in that car crash.Boy, was Shakespeare wrong

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  DRTV-Blocking V-Chip Zapped

  THE DRTV and advertising industries applauded the Consumer Electronics Manufacturers Association’s (CEMA’s) decision to drop plans to endorse V-chips

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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

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  Building Muscle

  POSING FOR a portrait in his company’s lavish Woodland Hills, CA lobby, Michael Carr, president and CEO of muscle-mag publisher Weider Publications, briefly

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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