September 2008 30 36 Issue of Direct Marketing News

September 2008 30 36 Issue of Direct Marketing News

This Is How We Do It

Spotlight conversation: Not ducking businesses

Aflac's Johnson on the company's b-to-b efforts.

Gloves Off

Is audience or offer more important?

A solid advertising campaign requires that marketers identify their target audience and develop an irresistible offer. Our experts discuss which element is more crucial to ...

Main Feature

Measuring up

New interactive and digital capabilities mean a more measurable environment for out-of-home advertisers.

Vertical Feature

The skinny on sweets

This Halloween, candy marketers will have to compete with thousands of other tasty products to satisfy consumers' cravings.

The Work

Creative campaigns from JCPenney, Objective Management Group and The University of Advancing Technology

JCPenney takes social studies class; Objective Management Group improves blogging for better SEO; and Personalized campaign drives online enrollment for The University of Advancing Technology.

Nailed It

DMNews talks with Frank Malsbenden, VP and GM of Vision Retailing Inc.

Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of, talks about how video has helped the e-commerce shoe site.

Direct Choice

A printer's mailer shows some promise, but also leaves some to be desired

This self-mailer from Unimac Graphics has a lot going for it. But there are some questionable design and copy choices as well. Let's take a ...


Azores Express focuses on its niche

During a time when airlines are charg­ing for bags, pillows and water, Azores Express, the US arm of Portugal's second largest airline, SATA, has launched ...

News Articles

GM paces its safety recall with mail push

General Motors (GM) will reach out to consumers in November to recall 944,000 cars, including Buick Lucerne sedans, Cadillac Escalades and Chevrolet Silverado trucks.

Nonprofits adopt social media

Nonprofits have discovered the appeal of social networking applications, especially their ability to offer constituents better ways to communicate with one another and the organization.

Zippo sees spark from banner ads

Lighter manufacturer Zippo has more than doubled its online advertising budget this year, looking to expand its Web presence and target a younger audi­ence — ...

To win a Caples award, get creative

In many ways, the secret to winning a Caples Award isn't that different from winn­ing any other direct marketing prize: First, you need to impress ...


Marketers work to embrace students' mobile preferences

Students will not closely examine direct mail or thumb through the Sunday cir­cular. These consumers are far more likely to absorb information through a mobile ...


The value of vertical ad networks

The buzz around vertical ad networks has been big, but are they the right choice? Four experts weigh in on these specialized options and what ...

Third Screen

CollegeHumor WAP site adds ad-supported games

As college students head back to school,'s mobile WAP site got more interesting. The year-old site added mobile games expanding its advertising inventory.

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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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