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Chief Marketer Staff

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    Spring is in the Air

    The consumer is in control. We’ve all heard that saying hundreds of times by now, but no place is that more obvious than Spring Break. Marketers have

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    Spring Breakaway

    BRACE YOURSELF. Spring Break, that annual college rite, is about to start. But it will be more than the beer-soaked party of legend. For one thing, more

  • From Gas to Gasbags

    It seems pretty obvious now that YouTube got its start at the gas pump. What were marketers thinking? They should have realized that the minute they pressed

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    Smoke-Free Zone

    Thano Chaltas has done some daring things during his first year as vice president of marketing at U.S. Smokeless Tobacco Co. For one, he handed the firm’s

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    Letters to the Editor

    DRAFTFCB: A GUIDING LIGHT Chicago Sun-Times columnist Lewis Lazare’s doom-and-gloom appraisal of the Draft-FCB merger as one of the darkest moments in

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    Alive and Well

    In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of standard

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    DRTV Gets Some Respect

    When David Savage graduated from college in the early 1990s and landed his first job at a PR firm working with clients like Guthy-Renker and Anthony Robbins

  • Hello, Old Friend

    Looking for the Next Big Thing? Here’s something you might not have thought of. Direct mail. Yes, old-fashioned snail mail. It is the only targeted medium

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    The Name Game

    Prospective parents are accustomed to lots of tests: for the health of the baby, for its gender, and for the mother’s wellness. And so when BabyCenter.com, a content site aimed at parents-to-be, wanted to optimize search traffic, it took a leaf from that baby book and did some testing of its own.

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    A Capital Idea? Well

    The problem with so many loyalty programs is they demand our loyalty but don’t volunteer a rat’s behind for their loyalty. Veteran air travelers are quite