Agencies

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  We’re Moving!

  On Aug. 31, DIRECT’s New York editorial staff moved across town to scenic Chelsea. What follows are our new address, telephone and fax numbers. Also,

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  E-maelstrom

  LET’S AGREE on a one-word definition for about half the commercial e-mails we get. How about: Panic. Frenzy. Falsehood. Tarradiddle. Weakness. Stupidity.

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  Back to the Drawing Board

  PINNING DOWN all those new rules about sweepstakes marketing is like trying to wrestle with an octopus. Just ask Reader’s Digest. After settling with

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  I Got Your Issues Right Here, Pal

  This is a time for DMers especially those versed in old-school, back-to-basics, ROI-based marketing to trumpet what they can accomplish, and then set

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  letters to the editor

  Rx for Fundraisers Herschell Gordon Lewis’ column, We Need Help. You Certainly Do (Curmudgeon-at-Large, DIRECT, August), hit me on top of three of the

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  Gospel Mail

  The cash went to the bourne from which no traveler returns. Imagine being a small-town preacher in 1855, and receiving this letter from New York: Brother

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  Homestead Grays

  Last year, 28% of the 55+ population was online, according to eMarketer Del Webb Corp. isn’t increasing its $3 million ad budget, but it will be getting

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  Why Your Phone Campaign Faltered

  It’s complacency and inattention, not huge disasters, that sink most phone operations THE TELEPHONE ENVIRONMENT is completely fluid and always changing,

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  Enough is Enough

  A friend of DIRECT shared an embarrassing story with us. Amy (whose last name will remain secret for reasons that will be obvious in a moment) ordered

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  USPS to Reclassify Mail

  IF MAILERS THOUGHT they had the ins and outs of postal rate categories and preparation nailed down, they may need to think again. The U.S. Postal Service