Time Inc.

The Inevitable World War With China
September 20, 2005

The 800-pound gorilla no one talks about Sept. 20, 2005, Vol. 1, Issue #32 IN THE NEWS BEIJING--Visiting the Chinese capital for the first time since 1996 is a startling experience. Nothing you've read can prepare you for the overwhelming physical reality of China's explosive growth, its leap from the bicycle age to the age of Audis, cell phones, and a middle-class passion for fashion. Wander through Beijing's glitziest malls and watch crowds of young Chinese chatting on cell phones, roaming in and out of Nine West, Mr. Klein, Givenchy, Rolex watch stores, Starbucks, Pizza Hut, or the local Cineplex, and you realize

The Self-mailer Challenge
September 1, 2005

One piece of paper, a thousand ways to get it wrong. By Gayl Curtiss and Paul Ford How can something that feels so easy be so complex? Depending on your timelines, production limitations and sales strategy, the suggestion of using a "simple" self-mailer for a campaign could be a mirage that drags you into quite a few production, timing and strategy problems. The situation typically starts with a job that requires great response on a fast turn. Someone invariably suggests the self-mailer, because it's "just one piece of paper." The creative, printing, bindery and lettershop processes should take at least half the time

Time Warner and the Vision Thing
August 18, 2005

As Time Warner Goes, So Goes TIME IN THE NEWS Despite recent major world events like the London terrorist bombings in July and the late December tsunami in Thailand, newsweeklies continued to struggle for the first half of the year. Time magazine, published by Time Inc., saw circulation remain flat for the period at 4.05 million, while newsstand sales dipped 3.4 percent to 157,217 copies. Newsweek saw its newsstand sales plummet 14 percent to 126,163, while total paid circulation rose 1.8 percent to 1.05 million. --Stephanie D. Smith "ABC: Celeb Titles Enjoy Circ Gains" MEDIAWEEK.COM, Aug. 16, 2005 NEW YORK - Financier Carl Icahn

Bto B Insights Book Smarts
August 1, 2005

By Russell Kern In interview after interview, I ask copywriters and account managers who are applying for a position with my firm, "What have you read recently?" Too often the answer I get is a blank stare. OK, maybe they didn't understand my question. So, I get more specific: "What have you ever read to give you the background necessary to be a direct marketing professional?" Again, in most of these situations their answers barely touch the wealth of marketing classics and up-to-the-moment marketing and business books available. This leaves me wondering: How can they become master craftsmen, if they never study the

Take Your Time With Data Prep
August 1, 2005

By Tracy A. Gill It may not be the most exciting part of the process, but data preparation is the foundation of an effective predictive modeling program. As Hans Aigner, CEO of Germantown, Md.-based DataLabUSA, told attendees at his "Predictive Modeling: Breath new life into your direct marketing efforts" session at the Direct Marketing Association of Washington's annual conference in May, you should expect to spend about 70 percent of your project timetable on data preparation alone. After you have done a thorough audit, and you understand all the demographic and transactional data attributes available, Aigner explained that you'll then need

Catching up With Colin Powell
July 21, 2005

Dealing with a legacy IT system and a legacy corporate culture With the average adult male spending an average of 29 hours a week watching television (women spend 34 hours), it has been said that many adults feel closer to the people they watch on television than to their own family and friends. I am a news junkie, and Colin Powell has been a fixture on my television set for well over 15 years. I have seen him at home. He has been in my hotel rooms--even following me into cruise ship cabins and airport lounges. I have seen his speeches, attended press conferences

Time to Rethink BANT
June 1, 2005

By Russell Kern It's called lead generation, not purchase order generation, for a reason. On returning from this year's DMA Direct Marketing to Business conference in Orlando, Fla., I was surprised to have heard that B-to-B direct marketers still struggle with the results from their lead generation campaigns. At the trade show, I heard many conversations about how sales managers are complaining to direct marketing managers that their campaigns are not generating enough qualified leads. Worse, sales seems to be increasing its criticism of marketing for not knowing how to do its job. What sales seems to be asking direct marketers is: Why can't

Market Focus - New Movers
May 1, 2005

At one point or another, everyone is a new mover. Whether it's striking out on your own from the family home and into that first apartment, or moving up to a single-family residence with your spouse and new baby, or trading in that empty nest for a chic condo in a warmer climate—it's not often that you find a life-stage event that touches so many consumers' lives. Every month—in fact every week—there are new movers packing up boxes in one locale, only to put down roots in another, be it two blocks away or on the other coast of the United States.

Production Ways to Go Green
May 1, 2005

By Tracy A. Gill The Earth needs it, your customers want it, corporate responsibility demands it, and your bottom line will thank you for it. When it comes to recycling, we aren't doing all that bad by the environment. According to the American Forest and Paper Association (AF&PA), in 2003 (the last year for which data is available), the United States' paper recovery rate hit an all-time high: 50.3 percent, or 339 pounds of paper for every man, woman and child in this country. That's up 69 percent from 1990 and 3.4 percent from 2002. But, when it comes to the type of environmental

Fix It, or You're Fired!
April 1, 2005

By Russell Kern Advertising agencies and marketing managers typically are held accountable for creating brand awareness and improving how the world perceives a company, its products and services. Most advertisers know brand building takes time, and that they may wait years to see a return on their investment. Direct marketers do not live in this world of wait-and-see. A week or two after a mail campaign drops, it's either deemed successful or unsuccessful. If the campaign isn't working, it should be fixed immediately. To accomplish this, however, B-to-B marketers must know how to quickly solve four common and costly problems: Problem No. 1: Inability