Target Marketing

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September 2007 Issue

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Famous Last Words: The Wisdom of Milt Pierce
I have known Milt Pierce for many years as a world-class freelance copywriter of direct mail, space ads and TV commercials, and teacher of direct marketing at New York University. Now direct marketing entrepreneur Bob Bly has assembled a fascinating...
Direct Mail Strategy: Direct Mail Road Signs
A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad or even an e-mail. Most of us had our first experience with hot spots in elementary...
E-Commerce Link: Better Conversion
Are you testing landing pages like a primate on steroids? Are you spinning wheels trying to unearth your next conversion rate boost? Here are four Web site areas that often are overlooked and misunderstood, and some suggestions on how you...
Market Focus: Auto Restorers
You won’t find a more passionate, loyal market than auto restorers—people who buy antique cars, bring them back to their original beauty, and proudly display them at auto events. Though it’s a diverse market that can be difficult to pin...
Direct Selling: Tactical Branding
It commonly is accepted in business today that a strongly defined brand is one of a company’s greatest assets and actually can accelerate performance. It has the power to take a company and its products or services from an unknown...
Boy, That’s Rich
When it comes to shopping online, fun is as important as functional, with consumers desiring streamlined processes that offer interactive features. “Instead of just delivering information [successful e-tailers] are delivering an experience,” says Joe Chung, CEO of Cambridge, Mass.-based e-commerce...
Auto Restorers: Lists to Test
The following is a sample of lists available to reach this market. F&W Publications Old Cars Masterfile: 94,546 active subscribers to Old Cars Weekly and Old Cars Price Guide. Price: $95/M. Call: MKTG Services, (800) 936-6210. Kanter Auto Products: 26,550...
Meredith Corp.
Since 1902, Meredith Corp., a Des Moines, Iowa-based publishing and broadcasting company, has focused on reader feedback when creating direct mail campaigns. This emphasis on keeping publication offerings and direct mail packages simple, based on reader surveys, has helped grow...
Nuts & Bolts: Case Study
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Nuts & Bolts: Fast Facts
Shifting business priorities and organizational emphasis over the past few years have created an ebb and flow between disciplines within the marketplace, according to a 2007 Aberdeen report, State of the Market. In a survey of businesses in 13 different...
Nuts & Bolts: Internet
As marketing and advertising technology become more sophisticated and an increasing number of households surf the Web at broadband speeds, interactive videos and adver-gaming are gaining popularity. According to Henry Woodman, president of Hollywood, Fla.-based Internet content provider ICE Portal,...
Editor’s Notes: All Data is not Equal
Like all mediums, direct mail is evolving to better fit the consumer’s expectations. The evolution to more customized mailings has been a long time in the making, but online media have hastened the process by providing marketers with additional insights...
Mayo Clinic Publications
Mayo Clinic, a household name for consumers researching health and wellness information, strives to maximize brand reputation with its more than 900,000 paid publication subscribers. According to James Hale, director of consumer marketing, high brand name recognition, high-quality products and...
The Leukemia & Lymphoma Society
On a mission to cure leukemia, lymphoma and myeloma, the Leukemia & Lymphoma Society (LLS) regularly conducts market research to target its audience as well as to develop and test all of its services. From fundraising programs to patient education...
Mind Your Own Business … Data
In business data, nothing is more important than accuracy. And in B-to-B marketing, data represents a company’s most important asset—its customers. The more specific and current information companies have about their customers, the more effectively they can target their market...
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The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital...
Insert Media Buying Guide: Thinking Outside of the Mailbox
Given the howls of agony coming from direct marketers feeling the sharp stab of the recent postage rate hike—not to mention the confusion over the new shape-based pricing system—now is a good time to look at a classic form of...
Insert Media Buying Guide: Help Wanted
The good news: Insert media continues to blossom, with new programs being announced regularly. The could-be-better news: The channel still needs more players, both advertisers and program owners. While this medium has seen significant expansion in recent years, everyone with...
Insert Media Buying Guide: Special Report
With media fragmentation a reality for all marketers, finding a way to be in more places at the same time is critical to capturing prospects’ and customers’ attention, not to mention growing sales. At the same time, those locations all...
Cover Story : The Top 50 Mailers
When Target Marketing published last September our first Top 50 listing of direct mail users by estimated volume, we wondered what the file might look like a year later. Would media budgets and circulation plans have changed so greatly that...
Pitney Bowes
Few companies are as invested in mail as Pitney Bowes, which sells mailstream hardware, software, services and solutions to more than two million businesses through direct and dealer channels. The company’s small-business division is a heavy user of direct mail...