Q&As

EXACTLY 20 YEARS AGO, I was sitting in a Midtown New York office, watching coverage of the Sadat assassination. A Jamaican-Jewish named Peggy Silver said,

HOME EQUITY LOANS have become an important part of the bank consumer credit business, reaching new popularity with both customers and bankers at the end

SOMETIMES IT SEEMS as if checking out the discounts has become more than just one way to shop it’s the only way to shop. I, and many other consumers,

WHEN TIMES GET TOUGH, direct marketers know to tweak the obvious. Circulation is scaled back and fewer outside files are rented. Mail dates are changed

PUT EIGHT PEOPLE AROUND A TABLE and you’ll get nine points of view. That line is often used to characterize devotees of the World Wrestling Federation,

VOLVO IS HOPING for a 20% to 30% response rate from a new campaign designed to encourage car owners to return to the dealership for service long after

When the Twin Towers toppled, direct marketers rallied. Amazon.com, one of the first firms to respond, turned its retail site into a donor site for the

Nothing delivers measurable, quantitative results against an ever-shrinking marketing budget like direct response programs. The challenge is being creative,

An Association for Interactive Media (AIM) council has released guidelines for e-mail merge/purge. The guidelines form a suggested standard for the practice