Direct Marketing | Print

• Direct Marketing | Print

  Eastern Philosophy

  Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you’ve multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee.

• Direct Marketing | Print

  Whatever Happened to

  If you’re old enoughand that might be over age 25you remember when double postcards were king of the hill in subscription mailings. You might also remember

• Direct Marketing | Print

  Scare Tactics

  To the meek, managing content across multiple channels can be a daunting one might even say scary task. But Comcast wasn’t afraid of marketing plans going

• Direct Marketing | Print

  ETF Ad Weaves a Tangled Web

  Anybody here remember a certain pseudo-inspirational poster of yesteryear? It read: They said it couldn’t be done. So we didn’t even try. I thought of

• Data Driven ROI

  Letter Perfect

  Overstock.com has a tag line It’s all about the O. But with help from Teradata, Overstock has added four more letters to its lexicon: E, as in mail, and

• Direct Marketing | Print

  Model Citizens

  It may be bad form to revive the old us-vs.-them fight between direct marketers and brand advertisers. We’re all one big, happy family these days, right?

  But DMers are getting a disproportionate share of the blame for the anti-marketing mania now going on.

• Direct Marketing | Print

  Back to Basics

  In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of standard mail (direct mail advertising) in fiscal 2006, nearly half the year’s total mail volume.

• Direct Marketing | Print

  Letters to the Editor

  JUST ONE THING I think Herschell Gordon Lewis overlooks one issue in his excellent lambasting of fundraising letters that don’t work the executive directors

• Digital

  Google’s Parking Problems

  My list of the ways Google is like my hometown of Chicago comes down to one item: They both have parking problems that are rooted in history and long overdue for a solution. And in both cases, conspiracy-minded observers see a plot to keep the revenue stream open.

• Direct Marketing | Print

  Leads for the Pack

  Everyone from accountants to Web page designers to masseuses needs to know how to sell their services. This is what C.J. Hayden wants to help people do