For many in the advertising business, the results of the 2010 census were a tipping point in terms of highlighting the growing importance of minority consumers. It showed that there were more than 50 million Latinos in the United States, nearly 40 million African-Americas and almost 15 million Asians. Nine million people identified themselves as belonging to more than one race. But many advertising agencies and media companies still lack diversity within their own ranks, especially at the higher rungs of the corporate ladder.
Change is an inevitable precursor to growth. Amidst the corporate growing pains firms face when working to maintain company culture while embracing technology, remembering “what got us here” is a challenge. Looking at the big picture, marketing guru Philip Kotler says authentic marketing “is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders.” For Des Moines, Iowa-based publishing dynasty Meredith Corp., creating solutions to satisfy customer needs involves using a decentralized approach to leveraging the housefile. It strives to achieve authentic marketing by focusing on long-term ROI with
How You Can Become a Direct Marketing Entrepreneur By Lois K. Geller When I started in direct marketing, it didn't occur to me that I would ever become a direct marketing entrepreneur. My first job was in continuity publishing with Greystone Press. I wrote "The New International Art Encyclopedia." I enjoyed doing it, and I guess I did a good job because my employer asked if I wanted to take a shot at writing direct marketing copy. I did. And as a result, I got more involved in learning about the direct marketing process. I studied list selection, offers and design, and I watched