Diane

By Diane March The Charles Schwab TV commercial featuring Ringo Starr spouting off investment buzz words to the bewilderment of his rock 'n' roll cohorts really hits home for direct marketers in the aftermath of the Internet's implosion. Investment principles hold up in the direct marketer's relentless need to refine, rethink and retool in order to capture the attention of the media-saturated consumer. The postal mailbox may be cluttered, but there's more than one mailbox, and more than one address that direct marketers must leverage. In his commercial, Starr mentions "asset allocation." For direct marketers, this can be interpreted to mean the integration

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