New Firm Eyes Incremental Gains

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Direct marketer Dave Smith has started Incremental Media, a firm specializing in insert media, insert per inquiry deals and online cost per action deals, to add incremental value for marketers in new media channels as well as for the channels themselves.

"Since our focus is to work with companies already having success in one channel with a given product or service, we're taking them to a new media channel that is incremental to their core marketing efforts," said Smith, president of Incremental Media Inc., Bellmore, NY. "At the same time, with the insert media channel as an example, I'm not looking to find companies that are already using the channel. I'm looking to find new companies to introduce to the channel. So it becomes incremental to the insert industry as well, since one more piece in a given envelope is incremental to their bottom line."

Another focus is to help companies go from printed media such as direct mail, catalogs and inserts into DRTV.

Smith opened the company in late July after serving as chief marketing officer for Cablevision's VOOM HDTV Satellite Division, which was closed by the company's board. Prior to that position, Smith was senior vice president of marketing and business development at the Direct Marketing Association. In his 22 years in the industry, he has held executive positions at Columbia House, Cendant and Bertelsmann.

Right now Smith is a one-man operation but he plans to hire a media buyer and an administrative person soon with an eye toward expansion. He could not name his clients at this time but said that he has signed eight, including Fortune 500 direct marketing companies, DRTV marketers and catalogers.

Incremental Media is at 3140 Lee Place, Bellmore, NY 11710. It can be reached at 516/783-2600 and at Smith can be e-mailed at

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