Birmingham, Ala.

Heather Fletcher is senior content editor with Target Marketing.

Like the arc of a kettlebell swing, Internet prospects were once at the bottom of the lead bucket for Iron Tribe Fitness. This year, that channel managed to swing to the top for the Birmingham, Ala.-based business. In February 2010, when its first gym opened, prospects used to call or walk in the front door in order to become members, says Jim Cavale, Iron Tribe's vice president of operations. "We never expected it to be literally flipped around in an opposite manner."

By Sharon Cole In the years leading up to the turn of the century, it seemed direct mail packages were just getting bigger and bigger. Whether it was a general attempt to stand out from standard-sized mail pieces or a subconscious connection to the approach of the new millennium can be left up to debate, but one company made a conscious decision to go against the grain. Birmingham, Ala.-based Southern Progress, a subsidiary of Time Warner, began distributing these petite 4-3/4" x 6-1/2" packages to promote one of its magazine titles. That decision proved to be a success, and now the

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