Cynthia Baughan Wheaton

By Hallie Mummert Ever wonder where you would be without your promotion history database, the record of all the direct mail tests and campaign rollouts you've conducted over time? Consider yourself lucky not to be in the shoes of the marketer in the following story. A few years ago, a publishing conglomerate acquired a health-oriented magazine. The problem: It didn't acquire the promotion history database of the magazine. So while the prior management team had just put into play a new mail effort that had beaten an extremely successful longtime control, the new owner's circulation department knew little of the background on how

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