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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

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

YOU HAVE TO pity the U.S. Postal Service these days. Every time it turns around, there seems to be someone who wants to grab his share of the marbles.

THIS IS THE FINAL PART of an excerpt on relationship marketing from the upcoming third edition of David Shepard Associates' "The New Direct Marketing"

IT'S POSSIBLE FOR a company to show increases in both revenue and its customer base and still have a poor retention program.That's the opinion of Carla

AS PART OF DIRECT's 10th anniversary celebration, over the next four issues we'll share what was making direct marketing headlines during our first decade

HERE'S ANOTHER example-although somewhat tenuous-of how e-mail marketing is working better than banner ads.In May National Geographic Interactive, Washington,

Reader's Digest Plans Global Change THE READER'S DIGEST Association, Pleasantville, NY, is planning a global reorganization aimed at revitalizing the

AFTER AN ENCOURAGING test launch in California and the Pacific Northwest, cataloger Moon Song went national last month with a 100,000-piece mailing.Owner