Direct Media

Special Report List Buying Guide
August 1, 2005

Introduction At a not-so-long-ago List Vision event held by the Direct Marketing Association (DMA), I remember hearing either Don Mokrynski or Mal McCluskey state that the number of datacards had practically tripled in recent years. The result: An overwhelming job for brokers trying to make sense of the prospecting opportunities for clients. While I understand the difficulty such datacard proliferation presents to brokers and mailers, it also represents a step forward in the list industry recognizing a need for more segmented and digestible list files. And that diversity is showing up all over the list business. This special report details the immense work

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

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

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

TM0703_Market Focus, Motorcycle Enthusiasts
July 1, 2003

By Paul Barbagallo Motorcycle Madness was once a condition that almost solely infected the 350-pound Hell's Angel type who lives in old blue jeans and dirty leather. Today, motorcycling in America is more for sport than for transportation, and it is more popular with all ranges of society than at any other time, says Buzz Kanter, editor in chief and publisher of motorcycle magazines American Iron and RoadBike. "Our readers range from dentists to guys missing teeth," Kanter jokes. "We have found much of the growing popularity with motorcycles is from people well into their careers, usually in their late

List Research is Key to Finding New Prospects
January 1, 2003

By Dolores Ryan Babcock When I started my career in direct marketing, this industry was very different than it is today, and I was working with package inserts instead of lists. The basic research techniques I learned then and have refined over time haven't changed in the intervening years, though almost everything else in the business has. The first step in researching the list universe is to look again ... and AGAIN ... at the offer. This is probably the most important step, and one no broker or mailer can afford to overlook. The product or service and the way it is being

A World of Opportunity
November 1, 2002

U.S. Marketers still have room to grow in global markets; they just need to rethink their strategy. By Lisa Yorgey Lester Press headlines have led many U.S. direct marketers to believe international direct marketing is all doom and gloom. But quite the opposite is true. Despite the reluctance of many companies to take the risk associated with global expansion, direct marketers have continued to achieve higher response rates abroad. What's more, new trade agreements will open untapped and underserved markets for U.S. exports. As direct marketing began to grow worldwide in the 1990s, it became a new avenue of expansion for U.S. mailers. As

Can E-mail be a Productive Selling Tool? (46 words)
October 28, 2002

According to Dave Florence, chairman, Direct Media, Inc., "It was never a question of if [e-mail marketing] would be successful ... it's more a question of when." Electronic marketing requires patience and a willingness to test, test, and retest. It's nowhere near an exact science, yet.

Soar to New Heights With Pilots
August 1, 2002

By Melissa Sepos Every month when Plane & Pilot magazine arrives, subscribers block out the rest of the world, absorbed in its contents. The articles are practical, how-to pieces that offer recreational pilots advice, amusing anecdotes, new places to visit, legislative information and skills-based stories. This group of fastidious, detail-oriented aviators is interested in learning about the activity, buying the latest gadgets and staying on top of training. In addition, they're also interested in science, engineering and electronics. Ninety-seven percent of general aviation (GA) pilots are male. According to aviation industry estimates, there are about 650,000 active licensed pilots in the

Profile - Harvard Health Publishing (1,905 words)
August 1, 2002

By Alicia Orr Suman Profile: Harvard Health Publishing Marketing newsletters by mail requires a solid dose of promotion. But for Harvard Health Publishing, the serious subject matter of its editorial means its sales tactics have to be tempered. The challenge for Harvard Health Publishing is to sell subscriptions to its five monthly titles in a newsletter market that's full of sometimes outrageous promotional promises: miracle cures, fast money, instant wealth. It's within this environment that the publisher must continually strive to get its sales message across clearly, effectively and with just