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Direct Marketing News
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Issue Archive
> July 12, 2010 Issue of Direct Marketing News
July 12, 2010 Issue of Direct Marketing News
Spotlight
Xerox focuses on personalization
CMO Christa Carone discusses her strategy for redefining the company's brand
Editorial
Marketers bear the brunt of postal woes
The U.S. Postal Service unveiled details of its proposed "exigent price increase" last week and filed an application with its regulator, the Postal Regulatory Commission. ...
Op-Ed
iDirect is the 3-in-1 marketing future
At a time of great change, we reach for new words to describe what is happening, even though they later may prove meaningless.
TV Gains accountability with online link
The Internet is forcing every other media platform to replicate its high level of accountability in order to compete for advertising budgets. While television is ...
Gloves Off
Is location-based marketing a 'must have'?
Location-based marketing allows brands to target individual consumers when they're literally in the neighborhood. Our experts discuss whether it's a necessity for marketers
Main Feature
Fight DRTV fatigue with creative tweaks
By implementing seasonal, competitive and promotional changes, the overall theme can be preserved — and the life of the ad extended
Vertical Feature
Segmenting tweens/teens
Teens control billions in buying power, creating an audience for marketers
The Work
Creative campaigns from ESPN, Fox Soccer Channel, Captain Morgan
ESPN take the Masters on the road; Fox Soccer promotes World Cup with gaming; Captain Morgan turns 375-ish
Nailed It
Nailed It: DMNews talks with Mike Mulligan, GM, Safeway Direct Insurance
Mike Mulligan, general manager of Safeway Direct Insurance explains how his company used direct mail tactics to engage the Hispanic community for the first time ...
News Articles
Rate increases outrage mailers
Marketers and catalogers that rely on mail to reach consumers decried the USPS's proposed "exigent price increases," saying the hikes would have drastic negative financial ...
Twitter e-commerce play a mixed bag for marketers
Marketers are keeping an open mind about using Twitter's just launched Early Bird Exclusive Offers e-commerce service, but none made a concrete committed to using ...
ABM taps Pettit
American Business Media, a business-to-business media association, named Clark Pettit its president and CEO, July 8. He replaced Gordon Hughes, who announced last winter he ...
Banana Republic's 'Mad Men'
Clothing retail chain Banana Republic and cable network AMC have teamed up for the second year on an integrated marketing campaign promoting the fourth season ...
Optimized
Navigating the online contest trend
Marketers are increasingly using web-based sweepstakes and contests in their integrated marketing campaigns, bringing a classic direct marketing tactic to consumers via the Internet.
Technique
Creative content maximizes direct mail
Marketers squeeze maximum impact from their multidimensional and nontraditional shaped mailers with targeted creative packages. Our experts explain successful strategies using unique mail pieces
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