Direct Media

Boating Enthusiasts
July 1, 2002

By Paul Barbagallo He is the dad who prepares a bait and tackle box with his son at dawn, the woman who returns to the office Monday morning with a fresh tan, and the man who has saltwater bounding through his veins. The boater demographic, albeit heterogeneous, composes an extremely profitable segment of the buying population. Whether their maritime hobby calls for a quality-time cruise with the family or a weekend fishing jaunt with the guys, boaters are great prospects for a variety of offers. People who race sailboats are a sizable market as well, although somewhat different in makeup. However, many

Profile - 4imprint - A Global Impression (1,432 words)
December 1, 2001

4imprint marries direct response with promotional marketing By Lisa A. Yorgey Companies grow their businesses by expanding into international markets for one of two reasons—either to boost sales or increase profits. Which reason governs their approach. For example, a mature business experiencing flat profits and sales may enter into a licensing agreement with a company outside its domestic market to raise profits. A company with little or no room for expansion or growth in its domestic market can boost sales with a solo venture operated from either the United States or an overseas operation. Or, a company looking to increase its long-term sales can

List leaders discuss today's Challenging market (2,023 words)
November 1, 2001

By Kate Mason If mailers look to the list industry as a barometer of direct marketing's overall health, they need not pull on their rainhats just yet! Even as uncertainty grips most markets—from catalogs to publishing—list companies are still expressing optimism about the future. John Papalia, president and CEO of Statlistics, poses a common attitude: "We may head into a long and difficult period of time and direct marketing has never known such a period or experienced a prolonged war time economy. I'm optimistic that America will flourish, but I'm hesitant to make any predictions right now." Despite the effects of a staggering

List View-Remember What Drives Our Business (1,058 words)
July 1, 2001

By ED BOCKNIK The popularity of many things in everyday life is quite cyclical. Bellbottoms, white wine, mini-skirts, neutral colors and so on … fads and styles are sometimes hot, sometimes they're not. Hot topics come and go in business too, particularly in our direct marketing industry, with issues such as regression analysis, high list prices and strategic partnerships. Lately, the terrible plight of the list broker and list manager is all the rage … more on that shortly. Regardless of what's in or what's out, it's imperative that everyone involved in any phase of direct marketing remember what's most important: the success of

Market Focus?Women Investors (842 words)
October 1, 2000

Professional women with Web savvy and an interest in personal investment. Should be a rich marketing source, right? Well, yes. But you'll have to find them first. One look at general investment lists suggests why women investors are so elusive. The Accredited Investors list is 90-percent male; one of the selects of the Active Investors Masterfile is "wives of executives." Clearly this is considered a man's domain. Lee Kroll, president, Kroll Direct Marketing, says: "On [investment-related] subscriber files women generally account for approximately 10 percent of names." An Untapped Resource Buffalo, NY-based Junction List Services rents one of the few terrestrial

Warming Up to E-mail Marketing (1,004 words)
May 1, 1999

What's colder than contacting a cold prospect? Contacting a cold prospect using an untested list, an untested offer and an untested medium. To avoid a big chill when it comes to response, some e-mail marketers are taking several steps before they jump into the hot technique of e-mail marketing. Why? E-mail list rental options are still limited, so direct marketers are exploring how to push existing e-mail lists—their own and rentals—to the limit through multi-step roll-outs. Two Web catalogers—Harvard Business School Publishing and N2K's Music Boulevard (which merged with CDnow in March)—show how this approach to Internet marketing led to successful e-mail

Getting Past the Gatekeeper (646 words)
December 27, 1998

If reeling in consumers and convincing them to spend a few minutes on your offer is a challenge, then breaking through the perpetual activity of the average business person's day is a test of endurance. Fortunately for Day-Timer, endurance is one of the strongest features of its mailings. A marketer of day planners, organizers and software, Day-Timer drops more than 40 million direct mail efforts annually and serves a housefile of over 1.7 million customers. The list is managed by Direct Media. Appearance Counts When a second's glance can determine the fate of a mailing, Day-Timer relies on the use of unusual formats

The Great Mentors (4,982 words)
October 1, 1998

Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective

Marketing Your List-In-house or Outside Management? (510 words)
March 1, 1998

By Denny Hatch Is In-house or outside Management Right for You? FOR OCCASIONAL marketers, list rental is the main source of income. After serving time for salacious advertising, Ralph Ginzberg, formerly of Eros, started a newsletter called MoneysWorth. A huge part of his business then became gathering the names of literate responders and marketing the list. Recently, Boardroom bought the MoneysWorth name, and it was reborn under Martin Edelston's aegis. Some marketers, including AARP and the American Bible Society, do not allow their lists into commerce at all. For most, however, list rental represents icing on the cake. After all, to generate income, a