August 2008 30 31 Issue of Direct Marketing News

August 2008 30 31 Issue of Direct Marketing News


The converging agency

Publicis' Farrell discusses his view of direct agencies.


Measurability suits DM to be leader of charge toward integrated campaigns

In this cost-cutting world, many speculate that direct mar­keting will become the tactical breadwinner of the advertising industry. Heralding this trend is last week's Communications ...


Adapting to the culture of "less"

American consumers are waking to a harsh reality: We, our wallets and our natural resources are overextended, over­weight and overwhelmed. The reaction is to pull ...

Your letters may be tone deaf

Every audience is different." "Speak to people in their own voice." "You must be believable." These basic truths are drummed into direct marketers. But these ...

Gloves Off

Are the best lists in-house or rented?

List selection is important to direct marketers, who often have to decide whether to send an offer to their existing customer file or a rented ...

Main Feature

Planning for agency success

Strategic planners are the data-diggers of the agency world — Sharon Goldman chats with three leaders in this exciting sector.

Vertical Feature

Market savings savvy

Economic uncertainty means consumers want a safe place to store and grow their assets. Banks are responding with savings-based campaigns.

The Work

Creative campaigns from Jameson Irish Whiskey, Message Labs and Paltalk

Jameson Irish Whiskey's point-of-purchase effort has smooth finish; Message Labs secures qualified leads with online campaign; many elect to view viral videos on Paltalk

Nailed It

DMNews talks with Sarah Superfon, director of interactive marketing and direct response at Philosophy

Sarah Superfon, director of interactive marketing and direct response at Philosophy, discusses how the beauty brand used user-generated storytelling to bring mothers and daughters together.

Direct Choice

Obama campaign's logo signals new paradigm in election branding

Political leanings aside, most people — especially those who work in advertising — can appreciate the simple and powerful aesthetic beauty of the Obama logo. ...

News Articles

Scholastic sells continuities division

Scholastic Corp. has entered into a definitive agreement with Sandvik AS to purchase its US direct-to-home continuities business. Terms of the deal were not disclosed. ...

MySpace enters debates fray

MySpace has partnered with the Commission on Presidential Debates (CPD) to create an online portal for the presidential debates. The site,, is slated to ...

Catalog deals reflect changes

SwissColony, a cataloger of food, gifts and general mer­chandise, has acquired Mont­gomery Ward, Charles Keath and HomeVisions catalogs last week at a foreclosure sale from ...

Bacardi undergoing internal agency review

Bacardi GlobalBrands, which oversees nine global beverage brands, including Grey Goose, Dewar's and its signature rum, is undergoing an internal review of its more than ...

Charter seeks customer loyalty in points program

Charter Communications, a cable, Internet and telephone provider, rolled out a national customer loyalty program this month, "Live it with Charter." The program offers customers ...


Push toward transparency may have consequences for PPC

In an effort to be more transparent to users, Google last week released a feature that shows users how their search results are customized.


Manage your opt-outs for clean lists

These days, mailing "clean" - that is, ensuring that data, such as opt-outs, are up to date - is essential. Four experts share tips on ...

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Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...