July 1, 1999




Evolution of a brand

It started 15 years ago with a three-line, $3, three-day classified ad I placed in The Chicago Tribune to sell my used IBM PC. I sold that computer to the first caller, and the phones haven’t stopped ringing since. What began back …

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In News

June 1, 1999




Europe jumps online

Most U.S.-based online catalogers target the U.S. market exclusively-displaying copy only in English, pricing only in U.S. dollars, and shipping only within the U.S. But of the 158.5 million people currently online worldwide, more than half …

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In News

June 1, 1999




listings

New Lists HEALTH-MINDED The 229,957 buyers of The Mayo Clinic Family Health Book are mostly men interested in personal health.
Cost: $90/M
Selects: recency, Nielsen county, source/zip, zip, state/SCF/gender
Contact: List Services Corp., 203-743-2600
COMPUTER HARDWARE BUYERS …

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In News

June 1, 1999




Co-op promotions go high tech

With all the talk about driving Website traffic and generating leads, it’s no wonder that a new marketing concept that promises to do both-endorsed e-mail-has hit the cyberworld.
Endorsed e-mail is a high-tech twist on co-op marketing. And although still …

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In News

June 1, 1999




people

Dodgeville, WI-based Lands’ End has named Sidney C. Mashburn vice president of design; James D. Fielding, vice president of general merchandising for the co-ed division; and David A. Johnson, vice president of direct marketing.
Watsonville, CA-based West Marine has named …

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In Uncategorized

June 1, 1999




Home Depot ProBook prints in 25 versions

Hardware retail giant Home Depot has 800 stores nationwide, so why should it settle for just one version of its ProBook catalog? Since launching the business-to-business catalog nearly four years ago, the $30.2 billion Home Depot has expanded the book from one …

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In News

May 1, 1999




Color me accurate

According to a 1998 study from research firm Cyber Dialogue, 76% of frequent Web surfers felt that “seeing exact color of the product you’re shopping for” was somewhat to extremely important. And nearly 6% of respondents who purchased goods online said they returned …

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In News

May 1, 1999




Taking a shine to gay lists

Mainstream direct marketers are increasingly tapping gay-community lists, and with good reason: Consumers identified as part of the gay market tend to be double-income households with high disposable income.
But gay lists have typically been difficult to find. In 1979, for …

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In Uncategorized

May 1, 1999




backword

Georgia on their minds For certain, it’s getting harder and harder to find new catalog products. Now it seems mailers can’t even count on local heroes to become unique product heroes. Case in point: a replica of the “Savannah Bird …

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In News

April 1, 1999




Choosing the names

Nth name selection: Generally used for test panel record selection. Every nth record is chosen. If you are selecting, say, 10,000 records out of 1 million, every 100th record is chosen. (In this case, n = 100.) This technique can cause problems if there …

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