Ken Schneider OK.

By Ken Schneider OK. Last time I gave you a rather meandering rundown of the things I wanted to cover in this new column. I said my aim was to blow the dust off long-held ideas about direct mail, spark debate, rattle a few cages, point out hidden truths, and provide a forum for an exchange of ideas. First up—vouchers. Last month I said they were killing the industry. They still are. (Sorry to whoever came up with this one.) Look, I've heard it all. They're inexpensive. They get high response. And the cash with order is pheeenomminal! Well, DUH! Vouchers get lots

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