Michael Rooney

The Wall Street Journal Digital Network announced on Wednesday the launch of a branded private ad exchange called "WSJ AUDEX." The invitation-only exchange will allow advertisers and marketers to leverage programmatic buying—or real-time bidding—of the network's first-party data across WSJ.com, MarketWatch.com, Barrons.com and SmartMoney.com. "The Wall Street Journal Digital Network offers advertisers access to the highest-quality audience online and across multiple emerging platforms, and WSJ AUDEX allows us [to] provide further targeting of that audience based on our unique first-party data," said Michael Rooney, chief revenue officer for The Wall Street Journal. To support WSJ AUDEX, the company will

Acquire new donors. It's a directive that every fundraiser has heard, especially in the recent era of financial instability for nonprofit organizations and donors alike. So, which direction to go with that directive? Bob Merrigan and Michael Rooney answer some relevant questions from direct mail fundraisers.

By Denny Hatch When you see a mailing over and over, it is clearly a big, successful winner and worth examining in great detail. Such is the case with the Amnesty International "Severe Crisis" effort, which arrives in a plain white, window envelope with the old-fashioned red, white and blue "airmail border" and a metered indicia. While the window does indicate that it is a "mass mailing," the metered indicia gives it a First-Class look; the average consumer won't notice the postage is the non-profit rate of 9.3 cents. On the back flap is simply the address: 322 Eighth Avenue, New York,

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