Just be yourself: HICKORY FARMS
When Hickory Farms decided to launch its Web site three years ago, some thought the catalog should feature more exotic fare than the hearty staples that
Articles by Chief Marketer Staff
Aw, Rats-Socks and Underwear!
I've written in this space before about all the nifty, neat, sometimes useful but often downright odd stuff one brings back from conferences.Look around
Magazine Circulation-Avant-Garde or Antediluvian
The economics of magazine circulation haven't changed much in the last 70 years or so. Subscribers pay in advance for a set number of issues, the publisher
RadioShack Tunes in a Growth Frequency
When RadioShack began a program to increase its revenue by 10% and its profit by 20%, prospecting for new customers as a strategy was never considered.
If Your Caddy Zigs, Does Your Jaguar Jag?
A brutal question: When was the last time national advertising for automobiles caused you to take any positive action other than stifling a yawn? Or scratching
CATALOG CAPITAL
Experts agree: It's difficult to generalize about how publicly traded consumer catalogs are doing on Wall Street. For one thing, direct marketing companies
Smart Bombing
The 31 American Tire & Service Co. stores under Scott Hook's oversight had participated in mass advertising programs before, but in late 1997 Hook wanted
Get Off Your Duff – Take Responsibility
Despite all that's been said about the need to learn how to market in an increasingly electronic age, there's no disputing that hard-copy messaging will
Universal Solution
In one year, online sales for AnotherUniverse.com have grown from 3% to 25% of the catalog's total business.Steve Milo, president of the Baltimore-based
EDUCATION: Mercy Offers DM Specialty
Know someone who aspires to a DM career? If so, show them this: Mercy College, Dobbs Ferry, NY, is offering a direct marketing specialty, culminating
