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THE DRTV and advertising industries applauded the Consumer Electronics Manufacturers Association's (CEMA's) decision to drop plans to endorse V-chips

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.

THIS IS THE FINAL PART of an excerpt on relationship marketing from the upcoming third edition of David Shepard Associates' "The New Direct Marketing"

IT'S POSSIBLE FOR a company to show increases in both revenue and its customer base and still have a poor retention program.That's the opinion of Carla

HERE'S ANOTHER example-although somewhat tenuous-of how e-mail marketing is working better than banner ads.In May National Geographic Interactive, Washington,

AS PART OF DIRECT's 10th anniversary celebration, over the next four issues we'll share what was making direct marketing headlines during our first decade

Reader's Digest Plans Global Change THE READER'S DIGEST Association, Pleasantville, NY, is planning a global reorganization aimed at revitalizing the

AFTER AN ENCOURAGING test launch in California and the Pacific Northwest, cataloger Moon Song went national last month with a 100,000-piece mailing.Owner

ARE YOU WONDERING why that top-performing list you rented in 1997 just didn't cut the mustard this year?One answer: Take a closer peek at where those