Richard Grunsten

By Sharon Cole It seemed like a typical consumer catalog from Dell Home Systems Co., but it wasn't. Between pages 14 and 15, and 38 and 39, was a bind-in for the Columbia House DVD Club (835DELLCO0104H). While the insert's product offerings complement Dell's, it is the first time we've seen this increasingly popular computer company carry an insert for another product. So why did Dell do it? No one from Dell was available for comment, but according to Richard Grunsten, a consultant with GSP Marketing in Chicago, it's likely because Dell wants to offset mailing costs and track down new customers. "These

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