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February 2006 Issue

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Spin a Yarn
Our Relationship Begins When You Tell Me a Story! This past November, I flew to New York City for the Silver Apple Award ceremony. My friend Murray Miller of American Express was among the individuals being honored, and my friends...
Who Inspires You?
Say what you want, I still think Martha Stewart is a business force to be reckoned with. In the months after serving a five-month jail sentence for lying about a stock sale, the doyenne of all things domestic has launched...
The New Vanguard
By Irene Cherkassky, Lisa Yorgey Lester and Hallie Mummert Every industry has its luminaries—pioneers whose names become synonymous with the techniques or products they developed. Ed Burnett, Ralph Lane Polk II, Richard Benson, John Caples, Leon L. Bean, Lillian Vernon,...
Tech Roundup: A look at some of the latest solutions on the market
New technological solutions are being developed at a dizzying pace, and the good news is that many of them do not require an upgrade in hardware or software for most marketers to integrate them into their bag of tricks. The...
Put Brand in Its Place
Direct campaigns that have been designed with brand policy edicts in mind—without the proper application of direct marketing fundamentals—consistently cause a direct communication to look great but under-perform and deliver less than acceptable ROI. For example, an insurance client selling...
Network to Drive Revenue
There are millions of people out there who not only love to shop, but love to talk about the things they buy. They’re talking online through social networks and online product reviews, providing marketers with a huge opportunity to drive...
Customer Data Mining
Customer data mining is a complex process that involves highly trained professionals. Some companies handle data mining in house, while others farm it out, and still others follow a hybrid solution. Which option is right for you? Here are some...
Ethnic Market Access
Across America’s cities and towns, the general populations are shifting to a more ethnically diverse mix. A new report in December 2005 by the Center for Immigration Studies found that U.S. immigration is at peak levels; 7.9 million people moved...
Bid Fight
Paid search advertising has been with us for nearly eight years now, since GoTo.com pioneered the concept in 1998. Growth was rapid, as Overture and Google fought for paid search supremacy. Google alone boasts about 400,000 advertiser accounts worldwide and...
Response Down?
This past November, former Minnesota Senator Eugene McCarthy died at the age of 89. It was McCarthy, a bookish, low-key intellectual, who, you’ll recall, startled the country and the world by announcing he would challenge the incumbent president, Lyndon B....
What Challenges to Data Sourcing Are Compilers, and Thus Direct Marketers, Facing?
A number of legislative measures reduced the amount of data to which compilers and marketers have access. The Can Spam Act knocked down e-mail universes, because mailers only wanted to rent names that were verified opt-in. But this left better...
Human Resources Managers: The Crucial Link
For any business enterprise to run smoothly, employees and employers must understand and meet each others’ needs. Human resources (HR) managers are the link between these two sides, making sure employers understand the concerns of their employees, while communicating organization...
5-Minute Interview: Christopher Cleghorn, Easter Seals
On Jan. 8, 2006, the U.S. Postal Service implemented a postal rate increase of approximately 5.4 percent for Standard Mail and 3 percent for Nonprofit Standard Mail. It’s the first increase since 2002, and was established to fulfill the requirement...
With Leads, It’s Quality, not Quantity
“Companies are wasting millions of dollars generating bad leads that no one follows up on,” asserts Dan McDade, president of Norcross, Ga.-based business prospects outsourcing company, PointClear. The problem, he explains, is a disconnect between sales and marketing—particularly within B-to-B...