Go for the Gold!
When we came to Philly to take over this magazine, we had the same vision: Help direct marketers do their jobs better. The only difference was that our horizons expanded into telemarketing, broadcast, alternate media, database marketing, fax marketing, and later, the Internet.
Peggy and I positioned Target Marketing as the "how-to" publication for direct marketers that it is today. We wanted to replicate the learning experience I had at Grolier, and find experts to take readers through myriad direct marketing disciplines.
One problem with print media: A very good article may have appeared two or four years ago and still be absolutely valid today; but if the reader did not cut it out and file it at the time, it would be gone forever. No more.
You are invited to visit targetmarketingmag.com.
Enter modern technology and the Target Marketing Web site—now a vast treasure trove of direct marketing know-how that covers every facet of the business including alternate print media, business-to-business, catalog marketing, creative, CRM, customer contact centers, database marketing, direct mail, DRTV, e-commerce, e-mail marketing, fulfillment, international, lists, postal, printing, privacy, and much more.
Many articles and features from Target Marketing, Catalog Success (its sister publication, founded by Peggy four years ago) and Inside Direct Mail (formerly WHO'S MAILING WHAT!) are available—some for free, others for a modest fee. Here, too, are specialized "communities" where you can post questions and get answers, as well as find hyperlinks to an incredible array of Web sites, companies and people.
The Grand Controls
Contrary to what the techies will tell you, the workhorse of direct marketing is still direct mail. In the WHO'S MAILING WHAT! Archive are several hundred mailings that have been a control for three or more consecutive years. This is marketing gold! And shortly, these will be listed separately on the Web site and available for purchase (at a nominal fee) as photocopies. Plus you currently have access to information on 500,000 other mailings in nearly 200 categories at whosmailingwhat.com for a small annual fee of $24.95. Nothing like this resource exists anywhere in the world!