Pegg Nadler

Heather Fletcher is senior content editor with Target Marketing.

A legend in his own time, Hughes was a popular direct marketing speaker, author, blogger and more. Family and friends report Arthur Middleton Hughes passed away on Aug. 20 after a heart attack. The Ft. Lauderdale resident was 86. … "Since the original publication in 1994 and now in its fourth edition, Arthur Middleton Hughes' seminal text 'Strategic Database Marketing' has been providing students and marketing professionals with the most thorough guide available on the design and customization of an effective database program," Mary Glenn, Associate Publisher, Business, McGraw-Hill Professional, tells Target Marketing. "A pioneer in the field of database marketing, Hughes was a key developer of RFM for Windows, a software product for advanced marketing to customers. McGraw-Hill Education is proud to have him on our list of bestselling and influential authors."

How deep and well-stocked is the pool of young marketing talent today? Where should you be looking if you want to find the next Brian Cowart, David Norton or Pegg Nadler? We asked Terri L. Bartlett, president of the Direct Marketing Educational Foundation (DMEF), what marketers can expect from today's younger marketers, and how DMEF is trying to improve your chances of finding the skills your company needs.

Personalized mail pieces take care of job No. 1: get attention. Even better? By using content that's relevant and unique to each prospect, that attention has a much better chance to turn into action than with the traditional direct mail piece.

In the world of database marketing, there's no such thing as too much data. However, on the mail piece, there certainly is—as prospects can suddenly turn unresponsive and uptight if they see too much familiarity in the mail piece.

Equifax Database Services, a leading provider of marketing database hosting services and a business unit of Equifax Inc. (NYSE: EFX), today announced a multi-year marketing solution with Hachette Filipacchi Media U.S. (HFM U.S.) to support the magazine publisher's direct marketing efforts and its list rental business.

It's no secret among direct marketers that direct mail has been having its struggles, with production and postage costs going up while response rates sink because of prospects becoming less consumerist than in any time in our recent history as a country.

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