Larry Chait

Before entering the agency business, Target Marketing magazine's monthly "Creative Corner" columnist Lois Geller was a publishing executive, serving as marketing director for Meredith Corporation's Better Homes & Gardens and Boardroom Reports' book division. In 1992 Geller founded the Lois K. Geller Co., and merged it with Mason & Madison Advertising in 1997 to form Mason & Geller Direct Marketing. Prior to 1992, she headed AC&R Direct, a Saatchi & Saatchi agency, and Geller Direct, a TBWA subsidiary. She has written and edited a number of books, including "Response! The Complete Guide to Profitable Direct Marketing." She now pauses to reflect on her days

by Lois K. Geller I believe we reap what we sow. And lately, I've become even more aware of companies that, through their direct marketing programs, are contributing a portion of their profits to charity. Companies are getting involved and giving because it's a good thing … and it's good for business. The goal of contributing a portion of profits to charity is to deepen the trust and the relationship with customers, enhance the company's corporate image and drive sales … while providing benefits for a worthwhile cause. A while back, I came across a study by research firm Walker Information that

Being in the business for quite a long time, Martin Baier jokes that the business of direct marketing didn't even exist when he began his career more than 50 years ago! After college and a stint in the navy, Baier began to work in the circulation department of BOXOFFICE, a weekly motion picture trade magazine. That's where Baier got his first taste of direct mail advertising—his job was to sell and renew subscriptions and to cross-sell related publications. There he met his first mentor, the publications' business manager, Morris Schlozman. They actually met while Baier was in high school; he had worked on Saturdays

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