Editor's Notes: Picking Up the Pace
Things move faster than ever these days, and we're picking up the pace ourselves. That's why things look a little different with this issue. We've reworked the front of the magazine so you can get into the stories faster, and we're serving up more quick bites of data in these sections to give you more information more efficiently than before.
However, you'll also notice that our columns, features and cover story encompass the same in-depth profiles, best practices and how-to advice that have made Target Marketing great for all these years.
We hope you'll find more bang for your buck inside this issue, but still the same kind of fireworks you first put that buck down on. It's not about becoming a new thing this month and another new thing come winter. We're aiming to simply offer the right mix of facts and analysis to give you a better understanding of the prevailing marketing conditions with every issue.
Smart adaptation is key for today's marketer, and perhaps no story illustrates that better than our cover story, "Small Loans, Big Picture."
World Vision Micro originally planned for its campaign to attract microloan sponsors only through the Web. Its designers figured the campaign would target a younger, more Web-savvy audience that they didn't think would be moved by paper materials. But many marketers have found that to be a flawed assumption, and studies earlier this year by ICOM and Experian showed that young adults do, in fact, respond better to print. World Vision Micro's initial results showed that it would need to include printed materials to get the maximum bang for its buck. The marketer made the changes it had to make, quickly, and the campaign has been a huge success since.
World Vision Micro found, as many have during the Internet era, that changing with the times is seldom as important as looking critically at the evidence and making the decisions it shows you have to make. Whether that means doing something new on social media or putting reps back on the old-fashioned telephone.