Q&As

Ever wonder what happened to Donald Staley, the copywriter behind J. Peterman, after the catalog company collapsed? He has joined the advisory board of

THE LATEST VERSION OF Continental Airlines’ One-Pass newsletter reflects a deep customer file, a mandate to save money and ultimately a desire to offer

WHAT AN HONOR! And what a powerful medium in which to announce that honor! Here, in an official Valpak mailing, is an official insert making official

TWENTY YEARS AGO, IT WAS a radical idea that scared people: You’ll mail my list net-net so my rental income will go down. You’ll use my data and I won’t

OK, it’s time for a pop quiz. Can you tell me what facet of any direct mail pitch is sure to influence the response rate you get? If you said the address,

THE FIRST ALARMS SOUNDED in 2003. H. Robert Wientzen, then president of the Direct Marketing Association, warned that mailers might be hit with do-not-mail

The American Society for the Prevention of Cruelty to Animals has kicked off a $1 million-plus rebranding effort with outdoor and print advertising in

THINKING OF SENDING E-MAIL text messages to cell phones? Better think again. An Arizona appellate court ruled that a ban on automatic dialers spelled

High-speed Internet use is still growing, but the early adapters appear to have adapted, and the laggards aren’t jumping on the bandwagon as quickly as

WHEN THE TOPIC is business-to-business direct marketing, I’m often asked about what kind of response rates to expect, about the most productive media