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THE USE OF specific name, even if that name is misspelled, is the most influential factor in enticing consumers to open an envelope, according to a study

LIFE IS FULL of ironies. Here’s one of my favorites: Marketing pros who would never attempt a direct mail campaign without a careful cost/payback analysis

COMPUTERS ARE no longer the off-putting beasts they once were, and so marketing them has gone mainstream. DMers find they can stray from high-technology

ADVERTISING Concepts Inc. hopes $125 in customized coupons will entice its online newsletter subscribers to share their friends’ e-mail addresses.The

YOU’RE WRONG IF you think this is going to be one of those “What was on the front page of DIRECT 10 years ago?” articles. Actually, there was but one

SURE, A DIME a minute sounds good. But try two free CD-ROMs packed with 15 million prospecting names, free long distance calling on Fridays and a business

MANY OF YOU will read this issue either before or while attending the Direct Marketing Association’s annual conference in San Francisco. To set the mood,

With Albertson’s and American Stores merged, can Kroger and Safeway be far behind? Apparently, they can be.Though rumors boomeranged about a merger between

Mack Jenks spent a little time with his calculator before settling on the prize package for Gerber Rewards. The baby food leader wanted to “give away

Inter-Act Systems, Inc., Norwalk, CT, has filed a federal lawsuit against Catalina Marketing Corp., St. Petersburg, FL, claiming infringement of eight