Q&As

Economic mood The economy is a core influence. When it is positive, shoppers feel more freedom to be selective about where and how they shop. When the

Brunswick Bowling and Billiards has turned an offer of an hour of free bowling in return for e-mail contact information into a database of almost half a million e-mail addresses.

It was not that long ago that five superheroes took over television programming and the toy aisle. The Power Rangers, who turn 15 this year, were born

Nonprofits that want to mark their territory online next year need to learn to let go of the leash, says Jo Sullivan, senior vice president for development

George Lois knows something about getting results.

His

James Simone, general manager of Brunswick’s Woodhaven Lanes bowling center in Queens, NY, credits the company’s e-mail marketing program with helping keep lanes busy that previously were often dark.

Marketers may give lip service to return on investment, but one thing is clear: They don’t want to wait for it. And many believe it can’t be measured.

Technology and accountability. Not surprisingly, these are two of the top direct marketing media trends for the coming year. Direct recently talked with Michelle Saperstein, vice president and group media director at Draftfcb, to get her thoughts on the DM media landscape.

Have you been having an easier time these days finding your favorite brand on a supermarket shelf? Now there’s empirical evidence that an uncluttered

n its communications industry forecast, private equity and investment firm Veronis Suhler Stevenson reports that recent DM gains have been fueled by e-mail and mobile marketing, new advertisers exploring direct response TV and even modest growth in the two workhorse channels