Mothers Against Drunk Driving

Direct Response Innovator Russ Reid Dies
December 11, 2013

Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

Is It Time to Test a Freemium? (815 words)
April 1, 1998

by Dick Goldsmith They shouldn't do this to me! My mother did it to me when I was little. I'm grown-up now. It shouldn't still be happening. And yet, they still make me feel guilty. Who? The direct marketers, that's who. I didn't ask for all those cards and labels, but I keep using them. So I have to keep sending them money. A freemium is a little something extra in a direct mail package. Its purpose, of course, is to lift response. It does this by involving the reader or giving the reader guilt. It gets its name from the fact that