“In a magalog, copy is king, and I’m just here to help get people to read it,” proclaims designer Lori Haller, proprietor of Shadow Oak Studio, Germantown, Md. “I’ll throw in some exciting things to tease them, drag them along, pull them to the next page and the next page. Until I’ve made them want to read the whole thing, so that on the last page, they can’t wait to sign up. It’s a whole progression—like a rocket.” So what are some of the techniques that fuel her designs? Color, size, leading, bursts and bolding, to name just a few. Here, Haller shares a

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

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