LEAVING HOME

| MCM staff

Three days after Valentine’s Day, in the middle of a typical New England winter, The Boston Globe reached out and punched many of us Vermonters in the

Seeking overseas lists

| Mark Bridges

The world is getting smaller, thanks largely to the Internet. But for marketers that want to mail catalogs overseas, finding mailing lists remains daunting.

A Tale of Two Databases: Marketing and Operational

| MCM staff

In keeping with the move toward multichannel marketing, many catalogers are converting their house files into customer marketing databases, says Arthur Middleton Hughes, vice president/solutions architect for Richardson, TX-based database marketing firm KnowledgeBase Marketing. Some are using advanced techniques to increase customer response, retention, and cross-sells. In return they are seeing increased rates of retention and increased order sizes.

Airgas to Acquire Kanox

| MCM staff

Radnor, PA-based medical and industrial welding metals conglomerate Airgas signed a letter of intent to acquire Hutchinson, KS-based Kanox, a distributor of packaged gases and welding hard goods.

ALC and Millard Launch Data Portal

| MCM staff

Last week American List Counsel and Millard Group created an Internet-based, interactive data exchange system, DMexchange, to allow participants to exchange list order and shipping information via a secure Website.

Tips for E-mail Tests

| MCM staff

Testing e-mail prospecting lists is in many ways the same as testing postal lists, says Don Buck, president of Milwaukee-based consultancy Buck Marketing. But e-mail testing has its own distinct challenges as well. Here, Buck offers a few suggestions to making your tests more effective.
* The first thing to do is decide what to test. Just because something is measurable doesn