Guideposts

TM0907_Cover/chart
September 1, 2007

The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard

What’s Working With Freemiums
April 26, 2006

When I e-mailed 99 circulation directors and consultants for this article, my response rate was a big, fat zero. It seems freemium users are tight-lipped about their successes. One publishing company achieved a 10 percent lift using a bumper sticker and plans to test an in-line package, but didn’t want its name disclosed. Another publisher polybags its magazine as part of an acquisition mailing, but maintains this is not a true freemium. A third magazine known for its freemiums asked not to be mentioned, no reason given. And on it goes. But after turning over many rocks, I found three freemium users who were less

Special Report Insert Media Buying Guide
September 1, 2005

If location is any measure of success, that this year's Insert Day will be held in the Big Apple suggests that insert media as a sector is gaining more visibility. And nothing fosters success like more success. According to research conducted by Leon Henry Inc., about 60 new insert programs entered the market in the first six months of 2005. Given that Media Horizons puts the number of programs with annual circulations of 500,000 or more at 650, this growth spurt is a promising sign for a prospecting channel that used to be considered "alternate." And yet it's hard to define the size

Marketing to Teens (1,234 words)
April 1, 2003

By Paul Barbagallo Numbering more than 70 million people born between 1980 and 1996, Generation Y is the largest group of teenagers in American history, dwarfing even the baby boomers. Until the economic downturn of the last few years, their lives have been spent in a period of prosperity. Armed with cell phones, Walkmans and pagers, today's teenagers have grown up in the age of instant global communication, media saturation and material excess. "Several years ago, the country was in the tail end of a decade-long economic boom," says Michael Wood, vice president of Northbrook, IL-based market research firm Teenage Research Unlimited (TRU). "Even