Chief Marketer Staff
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Long-Term Fix
WHAT IT COST to keep a customer, and what’s it worth over the long haul? These are two of the most important questions DMers can ask themselves these
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THE NET PROWLER
CLICKING UPSTREAM In the June issue we covered Narrative Communications Corp. (www.narrative.com) of Waltham, MA and its Enliven banner-ad technology,
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Electronic Promotions Threaten DM Couponing
WHILE DIRECT MAIL remained a favored method of receiving samples or coupons, ranking second only behind free-standing inserts in newspapers, its popularity
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Hey, What Ya Wanna Know?
THE PRIVACY PUNDITS are whining about direct marketers in general-and database marketers in particular-having too much of the public’s personal information
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Agencies
DRTV-Blocking V-Chip Zapped
THE DRTV and advertising industries applauded the Consumer Electronics Manufacturers Association’s (CEMA’s) decision to drop plans to endorse V-chips
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No Two Alike
PRINT TECHNOLOGY has allowed direct marketers to edge closer to the ideal of one-to-one marketing. Leading the charge is on-demand printing, which enables
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SHOW AND TELL
THE CONCEPT OF giving consumers “access” to their personal data-allowing them to see, and if necessary correct, information marketers possess about them-seems
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R.I.P. = RIP-Off: Everybody Is Cashing in on Diana
I WONDER WHAT so many of the collectibles marketers would have done if Princess Diana hadn’t been killed in that car crash.Boy, was Shakespeare wrong
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Agencies
Gluttony Could Spoil Postal Feast
YOU HAVE TO pity the U.S. Postal Service these days. Every time it turns around, there seems to be someone who wants to grab his share of the marbles.