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September 2010 Issue

Target Marketing September 2010 cover
Database : Text Mining in Marketing
In the world of marketing, text mining has gained greater awareness and favor as social media, inbound e-mail marketing, filtering and other "digitized" communication and documents in free text have flourished—and as the cost and quality of tools available to...
Nuts & Bolts - Employment : Skills for Job Security
The word on the street is that there are fewer jobs in marketing, both on the services and brand sides. This is true overall, but specific skill sets still are in high demand. In fact, demand exceeds supply in some...
Nuts & Bolts - E-mail : Outside the Inbox
What really increases the probability of a company's e-mail message reaching its customer has nothing to do with technology, according to a blog post on smartinsights.com....
Editor’s Notes : Back to School
No matter how many years keep ticking by since my school days, the early weeks of September always bring back vivid memories of starting a new school year. As a girl, back-to-school time for me was mostly about getting a...
Cover Story : The Top 50 Mailers
The more things change on Target Marketing 's Top 50 Mailers list, the more they stay the same. As I write this, mail volume continues to plummet; the U.S. Postal Service reported a drop just shy of another billion pieces...
Mobile : The Pocket Web
Marketers today face a Catch-22 proposition: While smartphone adoption has increased exponentially—providing both the platform and legitimacy for the discipline—the budgets and resources dedicated toward mobile marketing have not kept up. But you don't have to sit out of the...
Message & Media : Positive Anticipation
Do you anticipate receiving birthday cards, leaving on vacation or heading out the door on Friday afternoon? Of course you do....
E-commerce Link : Give Them Value
Many marketers want to help customers make better decisions by becoming the source of trusted information. But few are actually turning this practice into leads and increased referrals....
Data Driven : Ignore the Org Chart
Circulation planning used to be a print-channel-only exercise, independent of Web and/or storefront marketing initiatives. Likewise, Web traffic management was purely the function of the Web marketing team. It was the exception to the rule that the different marketing teams...
Nuts & Bolts - Case Study : IIN Makes Good Investment
New York-based Institutional Investor News decided to test new upscale creative and copy during its mid-February through end-of-March multichannel subscription campaign. The publisher tasked Wayne, N.J.-based direct marketing creative and production services provider Ballantine Corp. with the creative, printing and...
Famous Last Words : Jeff Bezos, Genius!
As long-time readers know, I am a fierce advocate of studying what others do and then "stealing smart."...