Belardi Ostroy LLC

The Top 50 Mailers
September 1, 2007

When Target Marketing published last September our first Top 50 listing of direct mail users by estimated volume, we wondered what the file might look like a year later. Would media budgets and circulation plans have changed so greatly that they had a significant effect on who made the Top 50 in 2007? The numbers are in and the answer is “Yes!”

Taking Risks, Increasing Response
April 1, 2006

By Linda Formichelli Assurity Direct gets creative with mail and models to energize its prospecting. Assurity Life Insurance Co. is a study in innovation, change and risk-taking—from its history to its direct mail program. Innovation: In 1890, Dr. E. O. Faulkner created Modern Woodmen Accident Association because he saw a need to make accident coverage available to working people—not just the wealthy. This Lincoln, Neb., company continued to expand and add products over the next century. Change: In 1954, three Woodmen companies were merged to create Woodmen Accident and Life Co., and in 1997, the Assurity Life Insurance Co. was formed as a

Survey Power
October 6, 2005

Turning Involvement Devices into Dollars Oct. 6, 2005: Vol. 1, Issue #37 IN THE NEWS As scrutiny of heart-device makers intensifies, one tactic that is coming into question involves companies making payments to doctors who use their products and fill out surveys about them.To get such payments, doctors must fill out a so-called postmarketing survey about new heart defibrillators and pacemakers. In one such survey, Guidant Corp. of Indianapolis has offered money to doctors to describe potential improvements the manufacturer could make in its heart products, said doctors who are on the company's advisory board. --Thomas M. Burton "Guidant Draws

Market Focus Yoga Enthusiasts
August 1, 2005

Stretch Into a Healthy Market By Irene Cherkassky Americans are concerned with their health more than ever before. Not only are we struggling with the battle with bulge, but we're also trying to improve the overall quality of our daily lives. It's not surprising then that the practice of yoga, as a form of exercise and as a way to achieve well-being, steadily has gained popularity, particularly within the past decade. Yoga's Reach The number of yoga practitioners is growing by leaps and bounds. According to Yoga in America, a February 2005 study conducted by Yoga Journal, a consumer magazine serving yoga

The War Over Data
May 1, 2005

When it comes to prospecting with compiled lists, it's imperative that the data used to create them are accurate. "All data on a file is subject to scrutiny to ensure the overall integrity of the information," write ALC of New York LLC's Andy Ostroy and Margaret Iadeluca in their article "Sleuthing Compiled Lists." This comment could just as easily pertain to the scandal surrounding data broker ChoicePoint's sale of sensitive personal information to criminals who posed as legitimate business owners. One of the sticking points for privacy advocates and some congressmen investigating the need for tighter data protection is that not only do

Sleuthing Compiled Lists
May 1, 2005

Process the Data Clues, and You Can Solve the Mystery of Compiled Files By Margaret Iadeluca & Andy Ostroy Stop the presses … compiled lists are in vogue once again! How compiled lists are perceived by mailers and their brokers has changed more in the past few years than in the past 20. The days of list brokers summarily disqualifying compiled files are over. Brokers today are looking at this source of prospect names in a whole new light. What were once viewed as marginal and low-priority databases now are viewed as some of the most segmented and responsive avenues to reach select

Sleuthing Compiled Lists Process the Data Clues and You Can So
May 1, 2005

By Margaret Iadeluca and Andy Ostroy Stop the presses … compiled lists are in vogue once again! How compiled lists are perceived by mailers and their brokers has changed more in the past few years than in the past 20. The days of list brokers summarily disqualifying compiled files are over. Brokers today are looking at this source of prospect names in a whole new light. What were once viewed as marginal and low-priority databases now are viewed as some of the most segmented and responsive avenues to reach select audiences. And for many niche mailers, these unique files often rise to the top

What will be the list industry's most difficult challenge in 20
February 1, 2005

Edited By Lisa Yorgey Lester Linda Huntoon, executive vice president, Direct Media, and chair of the DMA List/Database Council The concern that consumers have about marketing techniques, and the lack of understanding they have of how and why they receive mail—either postal or electronic—is becoming very obvious. I believe the list industry's most difficult challenge in 2005 is to reassure the public that our motives are well founded, and to educate them so they understand that we bring quality to their lives—not clutter. Consumers want control of all aspects of their lives, and their personal information (only list people call it data) is an

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