Q&As

Editor’s note: Herschell Gordon Lewis, Direct’s Curmudgeon-at-Large, is a copywriter renowned as an authority on the use of words. This is one of an occasional

Back in the 1980s I was part of the team that built IBM’s first catalog on the Web. Very few catalogers or retailers had Web sites then, so How do you

ANYBODY ELSE AROUND HERE miss Walter Cronkite? How about Huntley and Brinkley, or Harry Reasoner? Or, for that matter, who misses the 7 o’clock network

NEW LISTS Eating Well This list names those subscribers to Eating Well magazine who requested a corresponding e-mail newsletter. Some 24,834 newsletter

Welcome to Pick the Winner, a new semi-regular column in Direct. Take a look at the two creative packages and guess which one pulled best. Then go to

Shoe retailer DSW Inc. is using a monthly e-newsletter to connect with its 4.5 million active loyalty program members. In the past, we’ve done a traditional

SOME MAY THINK OF BLOGS AS just a place for the Internet-savvy to rant and rave. But for longtime public relations and technology executive David Copithorne,

SURE, BLOGS, E-MAIL AND SEARCH ARE GREAT. But for continuity card publisher IMP, nothing beats the tactile appeal of good old-fashioned direct mail.

A.J. Liebling, who wrote for the New Yorker for almost 30 years, was known mostly for his articles on boxing, food, the press and World War II. But buried

Masterfoods USA’s M&M’s brand is putting all hands on deck with an integrated marketing campaign built around one of the summer’s most anticipated films, Pirates of the Caribbean: Dead Man’s Chest. The candy company is dangling movie-branded packaging, interactive games and a sweepstakes.