New format illuminates direct industry

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Carol Krol, editor in chief, Direct Marketing News
Carol Krol, editor in chief, Direct Marketing News

Welcome to our new monthly edition of Direct Marketing News. In addition to this 76-page issue, we have reengineered the website and introduced an iPad edition with exclusive material. We have also employed quick response codes.

We will continue to track the important issues that impact you as direct marketers, from the latest postal matters to the hottest direct response innovations.

You will notice new features and sections within these pages, and some old favorites re-imagined. Our new format enables us to bring you articles such as “Moving Target,” our main feature. This month's focus is a deep-dive into behavioral targeting. Spotlight is our profile of a leading CMO. This month, we shine the spotlight on Brad Matson, who leads marketing for a company on the bleeding edge of e-commerce.

We hope you will also enjoy our new On the Beat section, covering fundamental direct marketing channels, such as database marketing and e-mail. We feature trend analysis, commentary and case studies with the practitioners who are on the front lines, creating innovative programs.

Another section we are excited about is The Work. We expanded The Work from a single page to five pages, enabling us to showcase and deconstruct the important work of direct marketing campaigns. In each issue, expect multiple campaigns. We even look at the work in our own mailboxes, both postal and electronic through the Delivered section of The Work.

To round it out, we've recruited a monthly columnist from the agency world, Scott Donaton, who takes a nobody's fool point-of-view of one empowered consumer making his way through the marketing maze.

The marketing landscape has shifted, your business has changed and Direct Marketing News will stay one step ahead, providing our readers with topical content and insight in a variety of formats.

We will also rely on you to keep us abreast of the latest work, as well as feedback on those things that matter most to you. Let us know what you think.

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