Time Inc.

Blockbuster Direct Mail 2004 Axel Andersson Grand Controls
April 1, 2005

The following is the full list of Grand Controls identified by the Who's Mailing What! Archive as having been mailed for three years or more during the past decade (1995-2004). For more information on any of these mailings, contact Archive Director Paul Bobnak, at (215) 238-5225. Or, to order access to the entire direct mail library of mailings received by the Archive between 1994 and the present, visit www.whosmailingwhat.com. AARP Membership Registration Archive Code: 571AMASRP0604Z AARP Membership Card Archive Code: 571AMASRP0397A AARP Certificate of Admission Archive Code: 573AMASRP1095AZ Advertising Age Year/$69.95 Archive Code: 205ADAGEM0799Z Air & Space 5 + 1

Big Ideas
February 1, 2005

By Hallie Mummert Target Marketing talks to industry experts about the trends that are shaping the way direct marketers do business. If it feels as if the floor is moving beneath your feet these days, it's not just your nervous knees knocking together as you map out your direct marketing program's path. Major changes in culture, technology and process are occurring that will radically alter today's business model, pushing direct marketing in new directions, too. This business revolution is both information- and customer-driven and, if direct marketers don't catch up with these trends, it could be government-driven. Of the eight industry experts interviewed for

Knock, knock. Who's there?
E-mail Authentication The Criti
January 10, 2005

By Dave Lewis We all know the "knock, knock" game. Since childhood we've been conditioned to expect a trick response whenever we hear those two words. "Knock, knock," and we're immediately on our guard. We anticipate the trickster, though we are often unable to second guess him. Unfortunately, that's how we're now conditioned to regard e-mail when it comes knocking at our virtual doorway. We don't trust it. Is the e-mail really from my Aunt Bobbie or is it from a spammer posing as my Aunt Bobbie to sell me a solution for mid-life dysfunction? Is the e-mail really from my bank or is

Meeting Spiritual Needs
January 1, 2005

By Irene Cherkassky You may be very active in your church. You may receive comfort and support from your local pastor. However, as a direct marketer, you may be missing the opportunity to meet the B-to-B needs of those very same religious professionals. The Needs of the Many There are an estimated 250,000 to 350,000 churches in the United States. The spending power of this market, however, depends largely on the size of the specific house of worship. According to Barbara Spaulding, president of Bush Company Inc., an Irvine, Calif.-based list management and brokerage firm specializing in the religious market, a very large

Behind Time Interactive’s Curtain
December 1, 2004

This publisher is selling magazine subscriptions through an Internet model that seems to be working—even though it’s not a ‘free for all’ With rare exception, magazines and newspapers have struggled with the concept of charging for their online content ever since publishers started doing business on the Internet more than a decade ago. An underlying problem existed in that it had been taken for granted by most consumers that the heart and soul of the “information superhighway” was the idea that Web content should be free and available to all. Thus, the whole idea of charging for editorial content online has been a difficult

Direct Marketer of the Year: Beth O’Rorke, COO and Vice President, The Economist
October 1, 2004

Playing by the old rules—and winning big. In 1981, Beth O’Rorke had been out of work for three months after spending a year as circulation manager for a start-up magazine called Prime Time, which had run out of money. Robert Cohn of the PDC circulation modeling consultancy steered O’Rorke to The Economist, a British magazine that needed someone to take charge of its direct mail, which she could do in her sleep. On her way to the interview with circulation director Peter Kennedy, O’Rorke bought a copy of the publication at a 42nd Street newsstand and blinked in disbelief. Here was a skinny little

Famous Last Words: ‘The Large Print Giveth and the Small Print Taketh Away’**
June 1, 2004

Rob Yoegel, Target Marketing’s webmaster, sent over an ad for Bombardier Flexjet from USA TODAY, calling it the “world’s funniest, craziest, strangest, worst ad.” His reasoning: The super head at the top offers a Learjet 45 for $4,600 a month. For the harried CEO who spends hours in airports, this is a real attention-getter. Ah, but then we have the mousetype at the bottom: * Plus monthly management fee of $6,485, hourly rate of $1,760 and fuel component adjustment. Isn’t this tacky? The mousetype totally negates the promise at the top. Ipso facto: liar, liar, pants on fire! Other examples of this deal-killer technique

When to Send Online Outside
June 1, 2004

To outsource or not to outsource online direct response Deciding whether to outsource online direct response efforts or build an in-house marketing team is a decision every marketer faces at some stage in the development of its online strategy. Some marketers need to outsource immediately; others establish a marketing practice internally before outsourcing; and still others find that building an internal marketing team is best for the long term. Today marketers can select from a variety of specialist agencies offering outsourced solutions for services such as affiliate marketing, media partnerships, search marketing, direct response creative, CRM and e-mail. To start the evaluation process, marketers

Market Focus: Expectant Mothers
June 1, 2004

Huge Market, Small Window Just as many women feel the clock is ticking when it comes to getting pregnant, so should marketers feel the time crunch when it comes to reaching expectant moms. The reality is: Women generally are in-term for just nine months. That’s less than one year for this emotionally charged group to make decisions about what types of products—from prenatal vitamins and maternity wear to family cars and baby gear—are worth buying. For companies looking to sell to this market, this means targeting expectant mothers in a highly influential way, and by the quickest means possible. The good news: The

B-to-B Special Report: Marketing to Business Using the Internet
June 1, 2004

11 Best Practices for Fine-tuning Your E-marketing Program Why 11 best practices? Well, I had to pick a number and 300 sounded like too much work. In truth, because my firm has been intensively involved in e-marketing since the earliest days of the Web, it probably has accumulated at least 300 best practices, but many of them have become obsolete—e-marketing changes quickly. Today’s universally accepted, carved-in-stone rule is tomorrow’s dangerously outmoded chestnut. In fact, this list probably will be useless a year from now. So read fast. 1. Measure the right stuff. Unsubscribe rate, for example, is a meaningless metric—people first have to