Target Marketing articles from January 1997

Target Marketing archives from January 1997

The mIn top 100. (largest mailing lists)(includes related articles)(Cover Story)
January 1, 1997... Which direct marketers have the largest lists - from catalogers to publishers to fund-raisers We all love to read about who's on top. Whether it's a list of the richest people in the world, the largest companies or the highest-paid athletes,...

The year ahead: trends in international direct marketing to watch for in 1997.
January 1, 1997... On a recent trip to Russia, my traveling companions and I were treated to a great story about the new Russians. This is the breed of born again "kapitalists" who are making overnight fortunes, most of them in U.S. currency. The story goes that...

10 differences between cataloging in the U.S. and overseas.
January 1, 1997... Countless American catalogers are eyeing foreign markets as a means of growing their businesses and finding new, fertile ground that is less congested. Canada, the U.K., Europe, Japan, Central and South America...the list of opportunities is...

The hunt for list experts.
January 1, 1997... Your list manager and brokers are important extensions of your company. Make sure you hire the right people for the job In this era of downsizing and doing more with less - both in terms of resources and people - mailers are foolish not to make...

Lessons from The Wall Street Journal package: the control breaks all the rules ... or does it? (effectiveness of control packages)
January 1, 1997... Target Marketing, through its curmudgeonly muse, Denny Hatch, continually extols the art of "stealing smart." A comparison of two classic control packages, one from The Wall Street Journal and one from Business Week, brings a new dimension to the...

The business of business lists: a look at this incredibly, unbelievably complex world.
January 1, 1997... According to the U.S. Postal Service, a business list will go out of date at the rate of 1 percent a week - or roughly 50 percent a year. Why? Promotion; new phone number; new department; new mail stop; new mailing address; new division; new...