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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In News

April 1, 1999




Online list shopping update

With the mach-speed changes occurring in Web delivery of information, it’s time to take another look at the list business online (see “Lists in space,” March 1997 issue).
Many list companies still use their Websites primarily to promote information about managed …

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In News

April 1, 1999




Listings

LET’S MOTOR The 110,975 active subscribers to MotorHome magazine spend an average of ñ81,100 on their RVs. Subscribers are health-conscious, educated individuals with an average age of 62, and 52% own a computer. Cost: ñ85/M Selects: state/SCF, gender, source, zip Contact: AZ Marketing …

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In News

April 1, 1999




Trolling for customers

Bill Guyre is vice president of the not-for-profit, New York-based Lighthouse Catalog, which sells specialized products for people with impaired vision. Annual sales, less than ñ10 million; annual circulation, 2 million.
Our parent company, Lighthouse International (a not-for-profit foundation that supports advocacy, …

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In News

March 1, 1999




Overseas Success Stories

Among the U.S. catalogs mailing overseas, consumer books command most of the media attention. Yet it’s the business-to-business mailers that have made the most impact on international cataloging. Since the early 1990s, U.S.-based b-to-b catalog companies have …

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In Opsandfulfillment_warehouse-20-03-2013, Shipping/Delivery

March 1, 1999




No greed in sight

According to a number of list firms, consumer list prices should remain relatively stable this year. On the other hand, many pros also say list spending overall should rise as the demand for and number of selects steadily increase.
During 1998, …

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In News

March 1, 1999




Marketing Benchmark’99

Catalogers must have taken the phrase “if it ain’t broken, don’t fix it” to heart. Although the Internet has persuaded some catalogers to alter their strategies, traditional marketing techniques-such as renting lists and offering buyer incentives-are still working. n Among …

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In News

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