Sales start with business publication advertising

It started right after the Fourth of July this year. No sooner had retailers moved out the bulk of their patriotic T-shirts, swimwear and camping gear,

Stefanie Pont, founder and managing partner of Pont Media Direct, is the DMA's List Leader of the Year. During her two-plus decades in the industry, Pont

If it were necessary to cut marketing spending by 10%, would you be able to forecast the impact on sales? Marketers answering yes are part of a small-but-growing crowd.

Marketing has taken the first steps toward accountability, but the journey is long, and most of it lies ahead, not behind. That's the overarching message from the Association of National Advertisers.

Direct and interactive marketers have long understood the power and value of testing. Most tests, however, have focused on incremental elements of a communication, such as subject lines or envelope greetings

To most effectively communicate with U.S. Hispanics online, it is critical to connect with them through an emotional thread that all Hispanics, regardless of country of origin, can identify with.

Consumers who reported that they have excellent, good, fair or poor credit have been assembled to launch the Show Me the Money list. The count exceeds 3.1 million names.

The vast majority of marketers today are missing a very key element of data: money. And we’re not talking just about consumers’ income and homeownership and investments.

Another trusted officer of a publicly traded company was arrested this week, nabbed in Texas while changing planes. No, he isn’t from Enron or WorldCom and is not accused of cooking the books or embezzlement. In fact, until his...