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Zimmerman Agency's Caroline Zimmerman on the Evolution of the Voucher
November 11, 2009 From Tipline
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
November 11, 2009 From Tipline
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
January 2008 From Denny Hatch's Business Common Sense
In 2007, ABC News and Charles Gibson squeaked out a victory over Brian Williams on NBC. Both left Katie Couric of CBS a distant third. When Charles Gibson was a host on ABC’s “Good Morning America,” I liked his loosey-goosey, laid-back demeanor and obvious ease as an interviewer in front of the camera and bantering with Diane Sawyer. With the switch to ABC’s “World News Tonight,” where he replaced the urbane, upbeat Peter Jennings, Gibson seems to have purposely changed his “Good Morning America” persona. At first he became the kindly country doctor of my childhood—Hop Allison—who used to make house calls. Lately I
Two Industries That Dis Paying Customers
July 2007 From Denny Hatch's Business Common Sense
A couple of weeks ago, I read that the final article by David Halberstam, who was killed in an automobile crash outside San Francisco on April 23, was available on the Vanity Fair Web site. As a long-time customer and admirer of Halberstam’s work, I wanted to read it. I found “The History Boys” and downloaded it for free. It was scheduled to appear in the August 2007 Vanity Fair and I—a nonsubscriber to the magazine—was able to access it long before it arrived on newsstands or in the mailboxes of paying subscribers. That meant I—a Web junkie—could discuss it at a dinner
July 2007 From Denny Hatch's Business Common Sense
A couple of weeks ago, I read that the final article by David Halberstam, who was killed in an automobile crash outside San Francisco on April 23, was available on the Vanity Fair Web site. As a long-time customer and admirer of Halberstam’s work, I wanted to read it. I found “The History Boys” and downloaded it for free. It was scheduled to appear in the August 2007 Vanity Fair and I—a nonsubscriber to the magazine—was able to access it long before it arrived on newsstands or in the mailboxes of paying subscribers. That meant I—a Web junkie—could discuss it at a dinner
The Secret of Starting an Instantly Successful Business
July 2007 From Denny Hatch's Business Common Sense
On June 6, 2006, I devoted these pages to the tectonic change in the CBS Evening News. The piece was titled “WOMEN TAKE OVER AT LAST! With Couric and Logan on Board at CBS, Maybe the Evening News Will Come Alive.” With CBS paying Couric $15 million a year and spending $2.9 million for a new set, I had high hopes that she and her electric, articulate chief foreign correspondent, Lara Logan, would bury their tedious male competitors. Alas, a year later the program is moribund, with lower ratings than those garnered by temporary anchor Bob Schieffer. In a fascinating 6,300-word analysis of Couric—including
July 2007 From Denny Hatch's Business Common Sense
On June 6, 2006, I devoted these pages to the tectonic change in the CBS Evening News. The piece was titled “WOMEN TAKE OVER AT LAST! With Couric and Logan on Board at CBS, Maybe the Evening News Will Come Alive.” With CBS paying Couric $15 million a year and spending $2.9 million for a new set, I had high hopes that she and her electric, articulate chief foreign correspondent, Lara Logan, would bury their tedious male competitors. Alas, a year later the program is moribund, with lower ratings than those garnered by temporary anchor Bob Schieffer. In a fascinating 6,300-word analysis of Couric—including
Declaring War on The New York Times
March 2007 From Denny Hatch's Business Common Sense
“Freedom of the press is guaranteed only to those who own one,” wrote A.J. Leibling, the late, great New Yorker journalist. Not so. If you want to pony up $30,000 to $80,000, you can buy a full-page ad in The New York Times and write a long letter that says pretty much anything you like. Last Wednesday, Feb. 21, 2007, three such letters appeared: 1. From aggrieved restaurateur Jeffrey Chodorow, whose new steak house was dissed by The New York Times food critic, Frank Bruni. 2. From JetBlue founder and CEO, David Neeleman, apologizing for the mess he made in dealing with the ice
March 2007 From Denny Hatch's Business Common Sense
“Freedom of the press is guaranteed only to those who own one,” wrote A.J. Leibling, the late, great New Yorker journalist. Not so. If you want to pony up $30,000 to $80,000, you can buy a full-page ad in The New York Times and write a long letter that says pretty much anything you like. Last Wednesday, Feb. 21, 2007, three such letters appeared: 1. From aggrieved restaurateur Jeffrey Chodorow, whose new steak house was dissed by The New York Times food critic, Frank Bruni. 2. From JetBlue founder and CEO, David Neeleman, apologizing for the mess he made in dealing with the ice
February 2007 From Denny Hatch's Business Common Sense
Judith Regan, a 53-year-old self-proclaimed hottie, has been called by Vanity Fair “the Angriest Woman in Media.” She reportedly cussed out employees on a regular basis with the “f” word, the “s” word and, in doing so, routinely alluded to male and female anatomies—her own included—with various “c” words. According to one former editor, Regan went through 18 personal assistants in 2005. “Say what you want about the fearless, foul-mouthed former publisher of ReganBooks,” wrote Steve Kettmann in the San Francisco Chronicle, “it would be hard to deny she has probably been the single most influential force in publishing over the past decade.” She
New York magazine’s Ron Stokes on Permission E-mail Marketing
January 2007 From Tipline
E-mail is said to be entering a more mature phase in its lifecycle, heading for more widespread adoption of targeted contact strategy and more customized messaging. If that’s true, then Ron Stokes, director of marketing and advertising for nymag.com, New York magazine’s award-winning Web site, can be considered an early adopter. He and his team have taken a hard line on obtaining various levels of permission and then keeping the communication streams different to meet those preferences. The result is a responsive proprietary, editorial-driven e-mail housefile that remains robust year in, year out; pulls strong ad sponsorships; and helps support all of the publishers’
January 2007 From Tipline
E-mail is said to be entering a more mature phase in its lifecycle, heading for more widespread adoption of targeted contact strategy and more customized messaging. If that’s true, then Ron Stokes, director of marketing and advertising for nymag.com, New York magazine’s award-winning Web site, can be considered an early adopter. He and his team have taken a hard line on obtaining various levels of permission and then keeping the communication streams different to meet those preferences. The result is a responsive proprietary, editorial-driven e-mail housefile that remains robust year in, year out; pulls strong ad sponsorships; and helps support all of the publishers’
E-mail Best Practices: A Marketer’s Take
October 2006 From Tipline
Not all guidelines fit all marketers, which is why New York magazine Marketing & Advertising Director Ron Stokes develops his firm’s e-mail program with only the customers in mind. But, of course, he arrived at his own set of best practices by looking at what the industry at large was doing with e-mail marketing, and then tailoring these methods to better fit the preferences of his audience. E-mail contact, as envisioned by Stokes, follows these precepts: * Think of e-mail as you would a telephone call. If you wouldn’t find it reasonable to call 100,000 people with an offer or some marketing information, then you
October 2006 From Tipline
Not all guidelines fit all marketers, which is why New York magazine Marketing & Advertising Director Ron Stokes develops his firm’s e-mail program with only the customers in mind. But, of course, he arrived at his own set of best practices by looking at what the industry at large was doing with e-mail marketing, and then tailoring these methods to better fit the preferences of his audience. E-mail contact, as envisioned by Stokes, follows these precepts: * Think of e-mail as you would a telephone call. If you wouldn’t find it reasonable to call 100,000 people with an offer or some marketing information, then you
Eye on Envelopes: 5 Trends to Watch
August 2006 From Tipline
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need
August 2006 From Tipline
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need
Pecking "The Da Vinci Code" to Death
May 2006 From Denny Hatch's Business Common Sense
Movie critics operate above their pay grade May 23, 2006: Vol. 2, Issue No. 40 IN THE NEWS Has The Da Vinci Code had any good reviews? Stodgy, grim, ponderous. Dreary, droning, dull-witted. Hammy, stilted, solemn, talky, wooden, bloated, plodding, deathly dull, dreary. Or did I do "dreary" already? Forget the Christian right—it's that shadowy global organisation, the Critical Establishment, that has lifted its cassock and dumped unceremoniously on Ron Howard's adaptation of The Da Vinci Code. — Jonathan Gibbs, The Guardian (UK), May 19, 2006 At a direct marketing conference in Orlando I was having lunch with my Norwegian clients and
May 2006 From Denny Hatch's Business Common Sense
Movie critics operate above their pay grade May 23, 2006: Vol. 2, Issue No. 40 IN THE NEWS Has The Da Vinci Code had any good reviews? Stodgy, grim, ponderous. Dreary, droning, dull-witted. Hammy, stilted, solemn, talky, wooden, bloated, plodding, deathly dull, dreary. Or did I do "dreary" already? Forget the Christian right—it's that shadowy global organisation, the Critical Establishment, that has lifted its cassock and dumped unceremoniously on Ron Howard's adaptation of The Da Vinci Code. — Jonathan Gibbs, The Guardian (UK), May 19, 2006 At a direct marketing conference in Orlando I was having lunch with my Norwegian clients and
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