Bruce Horovitz

By Hallie Mummert Unlike their general advertising colleagues, direct marketers do not need to chase after every blip on the trend horizon. But, they do need to pay attention to the overall shifts in consumer attitudes and business climates. If direct marketing at its finest is supposed to be the most relevant, targeted communications of all, then its creators must have their finger on the pulse of their audience. About a month or so back, I read an article in the online version of USA TODAY about the beginnings of a trend to miniaturize products. In "Small Things About to Hit the Big Time,"

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