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February 2009 Issue

Target Marketing February 2009 Magazine Cover
Editor's Notes : Don't Forget the Relish
A couple of months ago, in the thick of bad news involving political corruption, massive layoffs and disastrous winter storms, I made my way down Walnut Street in Philadelphia to meet a friend. Approaching a street corner, I noticed a...
Nuts & Bolts - Case Study : Banner Ads=Music to Dada's Ears
Challenge: Boost customer acquisition. Solution: Interactive banner ads from which consumers can download music directly without being forced to leave the site on which they were originally browsing. Results: Improved ROI, which is leading to expanded testing and a...
Nuts & Bolts - Social Media : Pointers for B-to-B Blogs
Attorney Peter A. Mahler knows he's no Matt Drudge. Then again, the Drudge Report has a different purpose and audience than Mahler's New York Business Divorce blog....
Brand Matters : Show Some Brand Love
When was the last time you talked about love in your company meetings? Or passion? Or charisma? Or devotion? Perhaps it’s time to add those topics to your next agenda; not because it’s Valentine’s month, but because it’s the right...
B-to-B Insights : True or False
There’s a lot of misinformation out there about what works in B-to-B marketing—much of it spread by highly paid consultants with new technology or channels to hype and axes to grind....
E-Commerce Link : Valued Promotions
It’s February. Winter still has us in its grip and apparently, so does the economic downturn. Fortunately, there are specific things online retailers can do to mitigate its effects. The other good news is that growth in the online channel...
Market Focus - Dentists : Marketable Smiles
Smile! Dentists make a promising market for anyone targeting entrepreneurs or medical professionals. There are more than 228,000 dentists in the U.S., according to the American Dental Association (ADA), and their incomes tend to start at more than $100,000 and...
Famous Last Words : Size Matters
Paul Fredrick Sacher is one of the five premier catalog merchants of menswear—primarily dress shirts, ties and cuff links. A number of years ago, I drove out to his headquarters to do a full-dress story about his career and his...
E-mail : Operation Retention
As a marketer, you work hard every day to grow your e-mail list. You run promotions, solicit Web registrations, fight battles with other departments and basically do anything you can think of to build your list....
Cover Story : In Search of Rejuvenation
Nearly 500 years ago, Don Juan Ponce de León traipsed across Florida in search of the elusive fountain of youth. But the Spanish explorer may have been misguided about leaving home, as now Americans searching the Internet for rejuvenating vacation...
Production : An Ode to the Self-Mailer
You’ve heard the old line, “When the going gets tough, the tough get going.” Well, the economy couldn’t be much tougher, and that’s what makes this the ideal time to get moving....