Focus USA

A number of legislative measures reduced the amount of data to which compilers and marketers have access. The Can Spam Act knocked down e-mail universes, because mailers only wanted to rent names that were verified opt-in. But this left better e-mail sources for rental, because sourcing got stronger. With the Shelby Act, drivers license data was lost, but more importantly, you lost [an easy way to derive] affluence based on car model and make. With HIPAA, the only access is to self-reported data, so direct-to-consumer marketing is extremely difficult. Imagine someone notes what health issues she has on a survey, but doesn’t check off the

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

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

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

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

by Lori Collins An imbalance exists in the amount of weight placed on the list broker's shoulders in comparison to the other players in our industry. Many articles have been published criticizing the expanding role and performance of the list broker. As a former list broker, I can relate to the mailer's expectations, and I know how important it is for brokers to go the extra mile. The quintessential persona of a traditional list broker just doesn't cut it anymore. It's true that list brokers are expected to do more; but face it, they can't do it alone. In this economy

Targeting this close-knit niche can be hard, but also rewarding By Brendan Maher As far as market share goes, Christmas is the clear winner over Hanukkah. Its popularity as a major marketing event isn't even matched by the Super Bowl (yet). At least one person tried to change that: "So, if it feels like you're the only kid on the block without a Christmas tree, here's a list of people that are Jewish just like you and me." Saturday Night Live's Adam Sandler may have been joking when he went on to list famous Jews from David Lee Roth to Mr. Spock in

They are the fearless guardians, the tireless playmates, the sentient guides, the most loyal companions, and for some lucky people, the ultimate go-fors. Whether it's a pure-blooded poodle or a mangy mutt whose only claim to fame is a ratty old bandanna, if it's nose is wet and it's tail is wagging, it's probably loved by someone. A study by the American Pet Association in 1998 found that of all the dog owners in the United States, more than half are more attached to their pets than to at least one other human being. They are all things to more than

Not since the days of the Spanish Empire—when armada galleons roamed the high seas and conquistadors traversed North America—has Spanish culture had such a pervasive influence on mainstream American culture. Consider some of the biggest names in entertainment today: former Menudo member Ricky Martin, Jennifer Lopez, Gloria Estefan, Mark Anthony, Enrique Isglesias … the list goes on. Also, Santana has made a huge comeback, and this year saw the prime time broadcast of the first annual Latin Grammy Awards. Underlying this fascination with the Latino culture is the size and anticipated growth rate of the U.S. Hispanic community, coupled with a saturated and