Chief Marketer Staff, Author at Chief Marketer

The Renaissance in B-to-B Lists

JOB TITLE? Business class? Sales volume? Business-to-business mailers are no longer satisfied with those old-time list selects alone. Now they want to

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Will Fallout From Sweeps Lawsuits Affect Response to Consumer Mailings?

THE RECENT CONTROVERSY over the American Family Publishers and Publishers Clearing House sweepstakes contests will cause problems next year for both magazine

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RECRUIT THE A-TEAM

IT’S GENERALLY believed that after a certain amount of time spent working the phones, telephone representatives burn out. I maintain that reps are more

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Measuring the Loyalty Effect

ONE OF THE best books I’ve ever read on the subject of customer retention is “The Loyalty Effect” by Frederick F. Reichheld (Harvard Business School Press).Many

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Cable TV Viewers

SINCE ITS June 1948 invention in Mahanoy City, PA, cable TV (then called community antenna television) has made it into 58.5% of all U.S. households,

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Spare Parts Central

HYUNDAI Motor America hopes to sell spare parts and build its $150-million-a-year North American business through an extranet system for dealers.The Korean

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Directnewsline

USPS Unveils Holiday Mail Plans THE U.S. POSTAL SERVICE, with the aid of major mailers, has developed fall and holiday mailing plans that it hopes will

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USPS May Have Another $1 Billion Surplus

Unless there’s a sudden and sharp decline in mail volume and revenue, the U.S. Postal Service appears to be heading toward its fourth $1 billion surplus

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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,