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Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

If you visit Little Italy in New York City and stroll down Mulberry Street at dinner time, a dozen maitre d's accost you. Ultimately, the restaurant that enticed me had a quaint sign and a gentleman in a bow tie and apron, flanked by an easy-to-read menu. With no distracting gimmicks or hassles, I walked right in. In direct mail design, a similar "what you see is what you get" principle induces reader response.

Where should marketers spend their advertising dollars to make the biggest impact? Syncapse Corp., a global leader in enterprise social media management, today released research that comes one step closer to answering this question. According to the research, social media is increasingly pulling mindshare away from traditional advertising outlets. A particular class of respondents, known as Social Media Producers, emerged as a vital subset for marketers. The research found that a single recommendation from these influencers can generate $22.93 USD in earned media value for a brand. Earned media value is

Mastering branding online takes a lot more than a cool logo and catchy slogan. Experts play by a fresh new set of rules. It's no longer enough to have a sleek website, social-media presence, and consistent brand aesthetic online. The new rules of branding your business on the Web have a lot less to do with presentation, and a lot more to do with interaction.

Unilytics today announced a partnership with Google which will provide optimization service and support to Google Analytics customers. Unilytics is the first and only Google Analytics Authorized Consultant (GAAC) in Toronto, Ontario. Under this agreement, Unilytics will provide Google Analytics service and support using its extensive experience in the web analytics consulting and optimization space. Unilytics has already supported Google Analytics customers for over two years, but this formal stamp of approval from Google signifies Unilytics’ strong area of expertise in Google Analytics. Unilytics’ Google Analytics services include basic and advanced configuration and page

If you're offering a big discount, it can help to be candid about it. "I've come right out and told [prospects] why something was so cheap," states Danna Yuhas, president of Market Impact, a marketing and communications services agency based on Ontario. In a mail effort to attorneys offering a big discount on software, "The letter said, 'Because we want more attorneys using and talking about these wonderful products, I'm offering you a special, limited-time offer. When you order one copy of [ITEM A] at the regular price of $399, [ITEM B] can be your for just $70—that's less than half the regular

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