Strategy

Welcome to My World
August 10, 2010

As my string of significant others can tell you (it's a grand total of two during my 16-year career) sometimes it's not much fun to be attached to a reporter. Right now, for instance, I'm not at home because I'm with the nice folks at InterACT figuring out more about what my audience (you) and what you need to know/may find interesting.

Personalized URL Case Study: KCSM-FM
July 29, 2010

Home of the third largest jazz collection in the world, the public radio station KCSM-FM was in dire shape a few years ago. It was deep in the red and averaging only $40 gifts per donor.

DMA Taps Direct Marketing Vet as New CEO
July 27, 2010

The Direct Marketing Association (DMA) announced this morning that the six-month search for its next CEO has ended, with the appointmnt of Larry M. Kimmel as the global trade association's new CEO.

DMA Taps Direct Marketing Vet as New CEO
July 26, 2010

The Direct Marketing Association (DMA) announced this morning that the six-month search for its next CEO has ended, with the appointmnt of Larry M. Kimmel as the global trade association's new CEO.

Mailbag Review: Involvement Devices Help Fundraisers Succeed
July 15, 2010

Words, whether on a piece of paper or computer screen, can be powerful enough on their own to move people to donate money to a cause. But as a few mailings from May demonstrate, an involvement device often gives direct mail an added advantage over electronic means of giving.

Jonathan Salem Baskin, Author of "Branding Only Works on Cattle," to Keynote InterACT!
July 15, 2010

I wanted to let you in on some exciting news: Jonathan Salem Baskin, author of "Branding Only Works on Cattle" and "Bright Lights and Dim Bulbs”, and CMO strategy columnist for Ad Age, has just be named the opening keynote speaker for the InterACT! conference, an educational forum for marketers, brand owners and service providers on cross-media direct marketing opportunities and strategies.

Fake Offers Make Consumers Want the Real Thing
July 12, 2010

An international magazine offered three subscription options. Option A: For a modest price, you could have the online edition. Option B: For about twice as much, you could have the printed edition instead. Option C: For the same price as the printed edition alone, you could have both the printed and online edition. If you think that no fool would choose Option B, you will be pleased to know that no fool is likely to. Yet to accuse Option B of pulling zero response would be inaccurate.

InterACT! Conference Launches “Build-a-Buzz” Giveaway
July 8, 2010

(Weymouth, MA & Philadelphia - July 6, 2010) The InterACT! Conference, an educational forum for marketers, brand owners and service providers on cross-media direct marketing opportunities and strategies, has launched "Build-a-Buzz" Giveaway - a social networking contest for marketers (or anyone) who wants to win one of four cool prizes: an Apple iPad, HP Netbook, Amazon Kindle or American Express gift card.