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Publishing files, once the most basic of lists, are now being offered to mailers with a variety of bells and whistles, including modeling, regression

Catalog sales continue to grow at a faster rate than total sales to consumers and businesses in the United States, according to a recently updated study

He cover for the Oldsmobile Intrigue/”X-Files” movie direct mail piece was a plain brown envelope, which makes sense, given the television show’s bent

This December McGraw-Hill will publish the third edition of David Shepard Associates’ “The New Direct Marketing.” Over the next few issues we’ll offer

Dustin Hoffman gave us our first image of a man raising a child in “Kramer vs. Kramer.” But it was the image of Michael Keaton at home that gave the concept

Strong results on Main Street are translating into market-beating returns on Wall Street for consumer direct marketing companies.Over the 12 months ended

A FEW TRENDS have come to light in our semiannual roundup of new database products. Most strikingly, the advent of increasingly powerful desktop computers

There was a time not long ago when marketing decision makers regretted they didn’t have enough information.In the world of information, especially database

Marketers use several terms-ROI, profitability, lifetime value and RFM-as if they are synonymous. They aren’t. Each has its own special use in database

Ritchie Fliegler didn’t start out playing guitar. His first instrument as a kid was violin. But somewhere along the way he picked up guitar, the same