21st Century Marketing

TM0907_Cover/chart
September 1, 2007

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 One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard

Build Bridges to a Growing Bicultural Market
July 1, 2006

By Sharon R. Cole True, marketers have been aware of the growing Hispanic market for years. And with recent political events showing the enormity of this population, marketers certainly are not turning a blind eye. But are mailers targeting Hispanics correctly? Are they losing out because they don't know how to find and influence certain segments of this group? More specifically, are marketers missing the boat on a growing sector that has both disposable income and a propensity to buy through direct channels, i.e., acculturated Hispanics? Who Is Acculturated? To answer these questions, Rick Blume, vice president of multicultural marketing at

List Prospecting? Try the Internet!
April 1, 2006

By David O. Schwartz Here's something you already know: The Internet is an incredibly powerful direct marketing medium. Here's something you probably know: Today's most sophisticated direct marketers are successfully integrating traditional and online mediums. And here's something you may not know: The Internet can help you to be more effective in traditional list prospecting. "What's that?" you ask. Yes, the Internet can lift your postal mail response and reduce your costs! Clearly, the Internet is a powerful, new business medium. For some direct marketers, retailers and e-tailers, it stands apart from the traditional marketing fanfare and serves as a company's sole marketing

Wine Connoisseurs 'Nosing' a Choice Market
December 1, 2005

By Kendra Clayton I'm certain you've heard the expression, " ... like a fine wine," referring to something rare and extraordinary. But what, exactly, determines a fine wine? First, there's color and clarity. Second, a fine wine's aroma is scintillating and rich. Third comes the much-anticipated taste. It must be savored for the full body to come forth; a perfect balance of fruit, alcohol and acidity. This process, used to determine a wine's worth, can be broadly applied across the market of its connoisseurs as well. Oenophiles, or wine connoisseurs, are a rare breed, made all the more difficult to hone in on

List Roundtable What can list professionals do now to prevent
May 1, 2005

Edited by Lisa Yorgey Lester Chicca D'Agostino, president, Focus USA Given recent developments, it appears unlikely that we will be able to prevent future legislation. The best we can do is try to mitigate it. Apart from data security, another major issue is how we treat consumers via our advertising messages. All of us—brokers, managers and list owners—need to screen advertising offers. Don't rent or broker names unless you have seen the offer. If you feel it invades a consumer's privacy, reveals specific details about a family, is deceptive, or is not in compliance with GLB, FACTA and other laws—try to have the

List Roundtable What can list professionals do now to prevent
May 1, 2005

Chicca D'Agostino, president, Focus USA Given recent developments, it appears unlikely that we will be able to prevent future legislation. The best we can do is try to mitigate it. Apart from data security, another major issue is how we treat consumers via our advertising messages. All of us—brokers, managers and list owners—need to screen advertising offers. Don't rent or broker names unless you have seen the offer. If you feel it invades a consumer's privacy, reveals specific details about a family, is deceptive, or is not in compliance with GLB, FACTA and other laws—try to have the copy corrected … or reject

Keeping Pace
February 1, 2005

By Abny Santicola We all know the phrase, "It's like riding a bike." And most of us have ridden or ride bikes. But is that all it takes to be considered a cyclist, or is there more? According to a 2003 sports participation study by the National Sporting Goods Association (NSGA), the overall bicycle riding population—made up of individuals 7 years of age or older who bike six or more times a year—numbers 36.3 million in the United States. But that's a pretty wide net. A truer representation of the cycling market is a group NSGA refers to as "frequent participants"—those who have biked

List Buying Guide: List Challenges and Solutions in 2004
August 1, 2004

Experts encourage marketers to broaden their list horizons. The constant in the direct marketing world is the need to hunt for viable sources of prospecting names. In the early days of this industry, the variety of lists now on the market didn’t exist; list professionals and their clients would have to talk companies—sometimes competitors—into renting or exchanging names. As the number of lists on the market grew, it became a great deal easier for marketers to find quality lists for their offers. Now, average response rates suggest that marketers have tapped out every possible list source. According to a number of

Stake Your Claim in the Multicultural Market (978 words)
October 1, 2003

By Rick Blume You know the numbers in the multicultural markets: 39 million Hispanics, 37 million African-Americans and 12 million Asian-Americans. The Census Bureau has documented these three groups as the fastest growing in the country, and soon they will make up close to 50 percent of America's population—half of that of Hispanic descent. By 2007, with the general market's buying power projected to be in excess of $7 trillion, the multicultural market's buying power will be more than $2 trillion; Hispanics' spending power will rise to $927 billion, African-Americans' to $645 billion and

TM0803_Market Focus, Pet Owners
August 1, 2003

By Alicia Orr Suman Ask a dog lover to name his family members and he'll likely include Fido along with his wife and kids. "That's the nature of the pet owner," says Geoff Walker, CEO of PetFoodDirect.com, an Internet seller of pet food and other pet products. Particularly when it comes to dogs and cats, pets are seen as part of the family, and as such, people want the best for their pets—from toys and treats to food and healthcare. Last year, the Pet Food Institute reported there were more than 75 million pet