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Count Neal Cohen among the direct marketers looking to refute John Wanamaker's statement, Half the money I spend on advertising is wasted. The trouble

Hershey Entertainment and Resorts has increased its revenue by 17% and room bookings by 10% over the past year, thanks to segmenting direct mail to its

To launch a new product early next year, Cinnabon is considering double-dipping on a direct mail strategy from last year that got a 4.5% response rate

Today's consumers are looking for better prices and more value for their travel dollars. That's why loyalty in the skies is more important than ever.

WGN hit a more than 50% response rate this spring with a small, highly personalized mailing targeting advertisers on Chicago Cubs' games. The radio station

Thanks to DVRs and TIVO, getting consumers to focus on your DRTV message is harder than ever before. One good way to do that is very simple keep it real.

Most marketers today are lamenting how difficult it is to keep their brands afloat during these recessionary times. The conversation often turns to depressionary

Cabela's Inc. posted net income of $9.1 million for the second quarter, an increase over $7.3 million in the prior year.

Gary Pfeiffer has been named chairman of the board of The Talbots Inc. Pfeiffer had been Talbots independent lead director since July 2008.

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