Target Marketing articles from June 1998

Target Marketing archives from June 1998

Life after privacy laws.... (effect on direct marketing)(Editorial)
June 1, 1998... Starting this fall, Reader's Digest plans to send millions of people with high blood pressure, high cholesterol and other conditions something extra with their magazine: a booklet filled with articles and prescription-drug ads, all about the very...

Penetrating the Great Wall. (entry of direct marketers into the Chinese market)
June 1, 1998... For direct marketers, China's 1.2 billion population could be compared to a lollipop dangling out of a child's reach. It is attractive in terms of sheer numbers, but lack of a direct marketing infrastructure has made it unrealistic for most...

More bad news: negative press is worse than no publicity at all. What's needed: a concerted effort to show the public our good side.(Column)
June 1, 1998... I didn't sleep very well the other night, not after watching the FOX 10 o'clock news here in Philadelphia. No, it wasn't the murder-kidnapping story or the car jacking that kept me awake, as terrible as those things are. Rather, it was the...

The grand controls. (the 1998 Axel Andersson Awards on direct marketing)(Cover Story)
June 1, 1998... The marketplace has judged these 95 packages to be among the world's greatest direct mail Even though the direct marketing community has gone Internet-dippy, direct mail is still the workhorse of direct marketing - and will be for a long thee...

Getting past the gatekeeper. (1998 Axel Andersson Award winner Day-Timer's direct mail method)(Cover Story)
June 1, 1998... WHEN TARGETING THE BUSINESS MARKET, DAY-TIMER KNOWS THE ENVELOPE IS VITAL If reeling in consumers and convincing them to spend a few minutes on your offer is a challenge, then breaking through the perpetual activity of the average business...

Utne rhymes with Chutney. (1998 Axel Andersson Award winner; Utne Reader magazine's direct mail method)(Cover Story)
June 1, 1998... WITH A POWERFUL CONTROL THAT JUST WON'T QUIT, THE UTNE READER REVAMPS ITS MAILING WITH SOME ADAPTIVE TWEAKS Editor's Note: This article contains information originally reported in the newsletter Who's Mailing What! and the book "Million Dollar...

Selling life insurance by mail. (1998 Axel Andersson Award winners Gerber Life Insurance Co. and Globe Life Insurance Co.)(Cover Story)
June 1, 1998... GERBER AND GLOBE LIFE BOTH USE DIRECT MARKETING TO SELL LIFE INSURANCE FOR KIDS TO PARENTS It's odd. The creative for insurance direct marketing is not known for winning awards. It is seldom pretty. It operates on different principles than,...

The paint can letter. (1998 Axel Andersson Award winner Covenant House direct mail campaign's use of a story)(Cover Story)
June 1, 1998... HOW SISTER MARY ROSE OF COVENANT HOUSE HAULS IN CASH WITH TRULY STARTLING COPY You're going to have trouble believing this letter. I mean, what I'm about to tell you is so strange and incredible, you'll never forget it. But please understand...

Creating power pictures: best tips for using images that target your customer, showcase your product and stimulate sales.
June 1, 1998... BEST TIPS FOR USING IMAGES THAT TARGET YOUR CUSTOMER, SHOWCASE YOUR PRODUCT AND STIMULATE SALES For direct marketers, especially catalogers, a picture is worth more than a 1000 words. Photographs and illustrations are not only necessary to...

A "day" at the fair. (1998 International Direct Marketing Fair in London)(includes related article on the importance of customer service)
June 1, 1998... AS PART OF THE NEW EUROPE, THE U.K. IS EXPERIENCING CHANGE AND GROWTH Change is inevitable. As the world prepares to usher in the millennium, Europe will embrace a new currency and face new data protection legislation. With change comes growth....

Creatively different. (improving opportunities for advertisers and direct marketers in UK)
June 1, 1998... The world of advertising and direct marketing agencies is very exciting in the United Kingdom right now as more companies are beginning to acknowledge the power of direct communication with their customers. Bob Mayes, group communications...

Online with the Daily Telegraph. (World Wide Web edition of the UK periodical)
June 1, 1998... With a circulation of 1,080,000, The Daily Telegraph is the United Kingdom's largest national publication. Its reach extends even farther with an average of 2.9 people reading each copy. Not content to rest on its laurels, The Daily Telegraph was...

Telemarketing boom in Europe: a host of influences spur growth in the telecom industry.
June 1, 1998... A HOST OF INFLUENCES SPUR GROWTH IN THE TELECOM INDUSTRY Reduced telecom costs, the imminent introduction of a single European currency and an emerging teleculture are fueling 20-percent annual growth in the European call center market through...

Worldwide watch on telemarketing.
June 1, 1998... Thinking of taking your U.S. telemarketing success and implementing it in other countries where you do your direct marketing? Not every country is as wild about the way telemarketing has exploded in the last 10 years or so, and you would be well...

Sending your message electronically: in e-mail marketing, don't overlook the similarities to direct mail.
June 1, 1998... IN E-MAIL MARKETING, DON'T OVERLOOK THE SIMILARITIES TO DIRECT MAIL For the next 15 minutes or so, forget the technical terms that may have scared you away from learning more about electronic mail (e-mail) - mall the mumbo jumbo like Spam,...

Moving day! (people relocating as prospects for direct marketers)
June 1, 1998... 1.7 Million People Move Every Month There are few times in people's lives when they need to make so many buying decisions as when they change the place they call home. Whether it be a college grad renting her first apartment...or a young...

It's just puffery!!! (legal aspects of exaggerating the merits of a product in direct marketing)
June 1, 1998... IT'S O.K. TO EXAGGERATE A PRODUCT'S CLAIMS AS LONG AS IT'S IN THE GENERAL SENSE' "THE FINEST FOODS" OR "BEST SMELLING PERFUME" I was flipping through the February 1998 Lands' End catalog, and I found some interesting descriptions of products...

In step with progress. (interview with Victoria's Secret Catalogue's VP of Print Production Nancy Kaminsky on the future of catalog printing and production)(Interview)
June 1, 1998... HOW VICTORIA'S SECRET VIEWS THE FUTURE OF CATALOG PRINTING AND PRODUCTION Victoria's Secret Catalogue's Vice President of Print Production Nancy Kaminsky spoke with Target Marketing's sister publication, Publishing and Production Executive,...