letters to the editor
Why No DR Print?
I was disappointed to see that direct response print media — magazines and newspapers — were not tracked in DIRECT’s annual marketing survey as a direct marketing medium. I am especially surprised by the omission given Primedia’s pre-eminence in magazine publishing.
According to Publisher’s Information Bureau, in 2000 magazines tracked by PIB carried 30,034 pages of direct response advertising. What can be done to ensure that this substantial use of media by direct marketers is not forgotten in the future — especially when lesser media such as interactive television, with a 1% use rate, makes it into the survey?
Lawrence Peters
Managing Director
Hachette Filipacchi Media U.S. Inc.
Special Marketing Dept.
New York
Problems and Solutions
I really enjoyed the column by Herschell Gordon Lewis regarding eBay and Franz Kafka (Curmudgeon-at-Large, DIRECT, May 1). It was both frightening and enlightening. I’m wondering how the story played out.
I am a serious eBay-er, and have also had experiences (though none this horrible) with their “e-mail in a void” system of communication.
Rick Vangundy
List Owner
American Bar Association
Chicago
I look forward to reading DIRECT and I enjoy Herschell Gordon Lewis’ column. It’s thought-provoking and funny. I share many of his opinions.
When I saw that he was having problems with eBay, I thought I might be able to help. I checked with my brother-in-law, who actually works in customer service for the company. While he couldn’t go into any details, he said that Herschell and his wife’s account had the “suspension lifted in April” and “their account is active.” (There’s nothing like having a column in a nationally distributed magazine to get things fixed, right?)
Mr. Lewis, keep up the good work.
Noel Hilden
Salt Lake City
Lost in the Clutter?
The head of account service at my agency forwarded a copy of Tom Collins’ recent column (“BlackBerry Ad Carries Minimalism Too Far,” The Makeover Maven, DIRECT, May 1) to all account persons with a note that he thought you had some “…interesting points in the way you approached this one.”
Naturally, I was intrigued by the pre-sell; however, after reading the article and reviewing the makeover, I’m not sure I agree with you. The article stated that this was an “ad,” yet did not state where it ran. I am curious as to where the ad ran and what the target demo of the pub is. In my opinion, that makes all the difference in the world as to ad content, complexity, message, etc.
There is a fine line between too much info (copy) and enough to get consumers intrigued. Honestly, at first glance, I prefer the “Before” version. It is cleaner and speaks directly to the product enhancement (i.e., the phone). In my opinion, consumers who would use a product like this are very tech-savvy, on-the-go, and if they are so inclined will go to the Web site to find out more.
Also, I find it interesting that a direct marketing pub is advocating adding copy and being very descriptive. That’s a great technique for direct mail but I disagree with this approach in a standard print ad. I think the “After” ad could be lost in the clutter of the pub.
Gary Most
Tom Collins replies: The ad ran in Business Week. Such a publication has a high concentration of target prospects, “road warriors” of the business world.
You worry about the ad providing “too much info.” To me too much info is information that is of no interest to true prospects and/or is crowded into body copy set too small for comfortable reading. Yes, readers could go to the Web site for more information, and an important purpose of the ad is to get them to do so. But the more persuasive information that can be comfortably provided right then and there in the ad, the more likely the reader’s appetite will be sufficiently whetted for taking the trouble to seek further.
When lots of copy is provided in an ad — if it is not part of a closely knit sales argument in which every point is essential — it can be looked upon as a “smorgasbord,” a buffet of information from which each reader takes just what he or she wants or needs. Could I omit that panel of customer testimonials? Yes. If I can keep it in without crowding the ad, will it increase prospect readership and response? Yes.
Keep in mind that the ad is not addressed to the entire readership of Business Week but to the actual prospective buyers of a BlackBerry PDA within that readership. Others may pass it by after a hasty glance, but true prospects will read it over several times if you make it worth their while.
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