Q&As

SPIEGEL, which has long charged $10 for its catalog in space ads, will offer its spring book for free. Tests conducted last spring tripled response to

House Minority Leader Richard Gephardt won a 16% open rate to an e-mail promoting his response to President George W. Bush’s recent State of the Union

G. Neil, a business-to-business cataloger, has cut its annual mailing budget by some 10% to about $12 million as it confronts the prospect of slower growth.

Computer direct marketer Gateway Inc. sent out more than 1 million e-mails to its customers last month as part of a multimedia effort tied to the Winter

IT WAS A PLEASANT EVENING in San Francisco last August when John Lieberman and Jim McKenna headed to Blockbuster to peruse the shelves. Returning home,

T7 Enterprises, which arranges business mergers and acquisitions, has generated a 2.1% response rate with a $236 direct mail campaign. And it’s on the

EVEN WITH THE AMOUNT OF DATA and technology available today, there continues to be a lack of understanding about segmentation. A variety of approaches

JUST BECAUSE teenagers are devoted to trends doesn’t mean they can’t be loyal consumers. That’s the vision behind YOUtopia.com, a site working to provide

A NEW LOOK! Another way in which we’re celebrating our 15th year is with this totally redesigned premiere issue. Our new creative director, Richard Zoehrer,

Ann Arbor, MI-based Borders Group Inc. is on the front lines of the challenging book and music sales battle, with 360 domestic and 22 international brick-and-mortar