New York Magazine

New York magazine’s Ron Stokes on Permission E-mail Marketing
January 24, 2007

E-mail is said to be entering a more mature phase in its lifecycle, heading for more widespread adoption of targeted contact strategy and more customized messaging. If that’s true, then Ron Stokes, director of marketing and advertising for, New York magazine’s award-winning Web site, can be considered an early adopter. He and his team have taken a hard line on obtaining various levels of permission and then keeping the communication streams different to meet those preferences. The result is a responsive proprietary, editorial-driven e-mail housefile that remains robust year in, year out; pulls strong ad sponsorships; and helps support all of the publishers’

E-mail Best Practices: A Marketer’s Take
October 18, 2006

Not all guidelines fit all marketers, which is why New York magazine Marketing & Advertising Director Ron Stokes develops his firm’s e-mail program with only the customers in mind. But, of course, he arrived at his own set of best practices by looking at what the industry at large was doing with e-mail marketing, and then tailoring these methods to better fit the preferences of his audience. E-mail contact, as envisioned by Stokes, follows these precepts: * Think of e-mail as you would a telephone call. If you wouldn’t find it reasonable to call 100,000 people with an offer or some marketing information, then you

Eye on Envelopes: 5 Trends to Watch
August 9, 2006

Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need

Pecking "The Da Vinci Code" to Death
May 23, 2006

Movie critics operate above their pay grade May 23, 2006: Vol. 2, Issue No. 40 IN THE NEWS Has The Da Vinci Code had any good reviews? Stodgy, grim, ponderous. Dreary, droning, dull-witted. Hammy, stilted, solemn, talky, wooden, bloated, plodding, deathly dull, dreary. Or did I do "dreary" already? Forget the Christian right—it's that shadowy global organisation, the Critical Establishment, that has lifted its cassock and dumped unceremoniously on Ron Howard's adaptation of The Da Vinci Code. — Jonathan Gibbs, The Guardian (UK), May 19, 2006 At a direct marketing conference in Orlando I was having lunch with my Norwegian clients and