By Dianna Dilworth: With new services that let cus-tomers manage their finances via a mobile phone, last week Com-merce Bank joined a growing number of other institutions such as Wells Fargo, Bank of America and HSBC already offering mobile banking services.

As a result, the mobile phone is beginning to have more in com-mon with the ATM.

“There are more mobile phones out there than there are PCs, bank branches or even operators that can help consumers do their bank-ing through a phone call,” said Mike Wehrs, president/CEO of the Mobile Marketing Association. “If you view the world that way, and you look at the improved user experience across handsets and networks, you can see that there is a strong desire for a consumer to gain access to their account through the mobile phone.”

At this phase, mobile banking has been about banks offering wireless application protocol (WAP) sites and secure short mes-

By Chantal Todé: While the past few months have been punishing for consumer cata-been punishing for consumer cata-been punishing for consumer catalogs, business-to-business catalogs are faring better by comparison, a trend one analyst says has held true in past economic crises.

Williams-Sonoma Inc. recently reported that net revenues for the eight-week period ended Decem-ber 28 dropped 22.6% while comparable store sales decreased 24.2%. The company, which pub-lishes the well-known Williams-Sonoma and Pottery Barn catalogs

sage service (SMS) to customers. Most consumers primarily have been using the services to check balances and look at transactions, but some banks also are taking

this to the next step with mobile banking services.

“A few banks have mobile appli-cations that allow you to pay bills, get notifications of transfers and

transfer money,” Wehrs said. “And, once a customer starts using these services, the banks are inviting them to do more things.”

Wells Fargo has two mobile banking services − a mobile WAP site and an SMS program. The SMS lets customers check their balance and the mobile WAP site lets customers do transactions.

“For us, it is about giving the customers the choices that we are seeing that they wanted in the marketplace,” said Arah Erickson, head of the retail mobile channel at Wells Fargo. “Customers are doing more and more on their mobile devices, and we want to be where they are.”

Wells Fargo research found that 57% of US customers want instant access to their bank accounts, Erickson also noted. “There is nothing more instant than the mobile phone,” she remarked.

To receive banking informa-tion, customers can text WELLS to the bank and a shortcode with an action, such as checking their

march 2, 2009 www.dmnews.com

More banks signing on to mobile

Some popular mobile banking services include balance inquiries and transfers

Haband signsAlliance forcredit, loyalty

dmne

ws.co

mdm

news.co

m In our “Getting to Know” online feature, Web editor KevinMcKeefery chats with Rob Weisberg, VP of multimedia marketing atDomino’s Pizza

By Lauren Bell: Multichannel clothing retailer Haband has signed a long-term contract with Alliance Data Systems Corp., gaining its first private-label credit card and first loyalty rewards program, slated to launch this summer.

Haband serves more than 5 mil-lion online and catalog shoppers, many over the age of 50 and on a fixed income.

“We thought [working with Alliance] would increase response rates and increase the average cus-tomer order and, at a time when it’s pretty tough to get credit, it would be nice to say to our cus-tomers, ‘send no money,’” said Jim McClane, CEO, Haband. “That’s why this is particularly important for our customer base.”

This could help Haband become more competitive in the catalog and multichannel field.

Haband has chosen an interest-ing economic time to try loyalty and credit options.

“We’ve noted more consumers are moving away from credit and towards debit and cash,” noted Edward Kountz, a senior analyst for Forrester Research

However, Kountz added, “hav-ing a loyalty program and/or an in-house program, if you can manage it, may help to capture the dollars that are still out there.” l

B-to-b catalogs holding ground in the recession

PLUS New firm for ‘considered’ e-commerce P3 | Uno customizes gift cards P4 | Mobile apps offer opportunity P13

‘E-commerce’ continued on page 22

is not alone in this malaise. With consumer confidence at record lows, many consumer catalogers are posting dramatic sales declines, making cutbacks and even exiting ancillary businesses.

While b-to-b catalogs, like most today, haven’t been untouched by the current economic downturn, the picture from them is slightly different, however.

Thermo Fisher Scientific puts out a hefty annual catalog featur-ing hundreds of pages of scientific

‘B-to-b’ continued on page 22

MORE INSIDE

The Work,p14BooneHolland

Some popular mobile banking services include balance inquiries and transfers

TheWork,p14

14

Euro RSCG’s Zain Rajsays CRM will grow with experience

21

More DRTV marketers find last-minute More DRTV marketers find last-minute unsold inventory in prime time

12 Nonprofits integrate fundraising efforts online and offline

By Chantal Todé: Amtrak has allied with theater-oriented loyalty program Audience Rewards for a new rewards-based marketing partnership. The 2 million members of Amtrak’s Guest Rewards now will be able to trade in points they earn through transactions with Amtrak for Audience Rewards ShowPoints, which can be used to buy show tickets and other theater-related rewards, and vice versa.

Audience Rewards, a fairly new pro-gram, currently has slightly more than 100,000 members. It projects more than half a million by year’s end. It is the official loyalty program of the Broadway League, a group of independent theaters and pro-ducers responsible for many of New York’s Broadway shows.

“Amtrak is a wonderful partner because so many Amtrak riders are coming in and

out of New York up the Northeast Corri-dor,” said Susan Lee, CMO for Nederlander Producing Company of America, a member of the Broadway League. “Because there are so many theaters — not only in New York but up and down the corridor — this is a great opportunity.”

“Amtrak, especially on the Acela line, is for the very high-frequency business trav-eler, and that fits very well with the audience for theater,” added Josh Lesnick, CEO of Audience Rewards. “It has a very strong

audience that lines up very well with the target audience we are trying to access.”

Audience Rewards plans to expand its program with Amtrak to theaters nation-wide, beginning with other major markets like Chicago.

The program also may eventually include other entertainment, such as concerts. And, Audience Rewards is in talks with other transportation and travel partners, including airlines and hotels.

Amtrak riders and theatergoers both tend to be married, college-educated and over the age of 30, Lesnick noted. However, he hopes that the Audience Rewards program will help Broadway appeal to other markets, such as youth and seniors.

For its part, Amtrak views the partner-ship as a benefit as well, giving the transit company an opportunity to broaden its customer base.

“As market conditions change, there’s a great opportunity to grow the customer base for Amtrak, so we want to get new market segments to start traveling on Amtrak,” said Mike Blakey, senior director of loy-alty marketing for Amtrak. “If you can give customers something back, then that’s an incentive to come to us and an incentive to stay with us.”

Points can be exchanged at a one-to-one ratio between the programs, although Audience Rewards’ free ticket rewards start at 2,800 points, and Amtrak’s start at just 1,000 points.

Both loyalty programs will promote the partnership to their membership bases through e-mail and their Web sites. Amtrak recently notified its members of the offer through messages on its February e-state-ments, and Audience Rewards is exploring mobile communications and text alerts.

The data gathered through the loyalty aspect of the program will help improve the Broadway League’s other direct market-ing efforts, Lesnick said. He believes that

the program will help establish continuity between shows.

“Some people are very loyal to certain shows like Jersey Boys or Jersey Boys or Jersey Boys Wicked, but without Wicked, but without Wickedan overlapping database to understand what else they’re buying and how frequently,

the industry has been at a little bit of a disadvantage in trying to put together effective marketing programs,” Lesnick said. “This program will give producers and marketers a really powerful tool to do really good targeted marketing and really track results.” l

Amtrak after theater fans’ loyalty

NEWSBRIEFS Short takes on the industry

The Rocky Mountain News published its last edition February 27 after parent com-pany E. W. Scripps failed to find a buyer for the financially troubled daily. It had been published since 1859, closing just a few weeks short of its 150th anniversary.

RR Donnelley & Sons Co. has been awarded a $500 million, multiyear agree-ment by Publishing Group of America, which renews and expands the company’s relationship with the publisher of titles such as American Profile. The pact covers American Profile. The pact covers American Profileall future printing, logistics and premedia services. The company also reported its fourth quarter 2008 results showed net sales totaled $2.8 billion, down 9.5% from the previous year.

Dell-focused agency Enfatico, which has about 1,000 employees in its 13 worldwide offices, is laying off 8% of its work force. It attributed the layoffs to the weak global economy, which led to Dell spending cuts.

Atlanta Spirit, which owns the NBA’s Atlanta Hawks; the NHL’s Atlanta Thrash-ers; and the teams’ venue, Philips Arena, has tapped Atlanta-based agency Search Discovery for its search engine optimiza-tion and analytics initiatives. The agency, which uses Omniture analytics software, will optimize Web content to drive organic traffic to the teams’ and arena’s sites.

Agency Targetbase is opening a San Francisco office, its third US location. Headquartered in Dallas, the division of Omnicom Group Inc. said the office will help better serve clients and allow for expanding business in the West.

Genius.com Inc., a business-to-business marketing and lead generation company, has teamed up with e-mail delivery services firm Message Systems to meet increases in deliverability product demand from cus-tomers, as well as the industry’s growing e-mail deliverability requirements.

The Union Rescue Mission of Los Angeleshas named Grizzard Communications Group its AOR. Grizzard, part of Omnicom Group, will manage Union Rescue Mission’s direct response fundraising initiatives.

Havas Digital has entered into a multilevel strategic partnership with Media6Degrees, a social media advertising firm. The firms also will work to develop data and insights within Havas Digital’s Virtual Brand Net-work for Advertisers.

Hawaiian Airlines has selected interac-tive agency Sapient as its direct marketing partner following an agency review, after reaching out to about 30 agencies through an RFI and then an RFP process, which began last April. Sapient will create and implement an e-mail marketing program, as well as work on media buying, PR and CRM initiatives.

Overall media and communicationsspending is projected to decline by 0.4% in 2009, according to a special mid-year update from private equity firm Veronis Suhler Stevenson to its annual Communi-cations Industry Forecast. The report was developed in response to the economic downturn. Mobile content and digital out-of-home will be among the few bright spots, the report noted..

Corrections: In “What’s next for online lead generation?” (February 23, DMNews) DMNews) DMNewsBrian Combs’ name was misspelled. In that same issue, the Homeowners Data Service list from Leon Henry is a list, not an insert program. We regret these errors.

Digital print growsin value: Dscoop

2 | DMNEWS | March 2, 2009 | www.dmnews.com

SoCial MEDia rental services leverage facebook, wikis p6 DrTv economy opens prime times for drtv ads p11 rECruiTMENT if a candidate wants more time, keep looking p21

By Chantal Todé: The value of pages printed digitally will be more than those printed via offset within the next few years, even though the volume of offset printing will still exceed digital pages, according to an industry executive.

When you look at the graphics arts industry alone, digital printing currently accounts for only 2% of the market, said Alon Bar-Shany, VP and GM of HP Indigo, who spoke during the recent annual Dscoop conference in Orlando, FL. Dscoop is a digital services cooperative of HP Indigo users and HP.

“Digital has hardly touched commercial printing,” Bar-Shany said.

However, this is starting to change quick-ly. The number of pages printed on HP’s digital Indigo press is growing by around5 million pages per day. Web-to-print, vari-able data printing and other value-add ser-vices made possible with digital print are helping to drive this growth.

Such value-add services helped commer-cial printer R and R Images to a record year in 2008. Plain digital printing was down, however, reports Rod Key, founder and CEO of R and R.

The commercial printer, which bought its first digital press 15 years ago, is currently focusing on massaging VDP campaigns to make them as effective as possible.

“More isn’t necessarily better,” said Key. “We are looking at how we use as few points of variable data as possible on a piece while making it more meaningful.”

R and R recently applied this strategy for a lead generation campaign with Taser target-ing local police forces with good results.

“We have to prove the value of direct mail,” said Chris Petro, president and CEO, GlobalSoft Digital Solutions, which special-izes in taking CRM data from a variety of sources and using it to create very targeted campaigns. l

as market conditions change, there’s a great opportunity to grow the customer base for amtrak.

Mike Blakey, senior directorof loyalty marketing, Amtrak

New Yahoo products for search, display

Blueport Commerce launch to help ‘considered’ e-sellers

MULTICHANNEL UNO chicagO grill lOOKS TO cUSTOMiZED giFT carDS p4 E-MAIL hOllaND BOONE’S E-Mail TEST YiElDS STrONg rESUlTS p15

By Bryan Yurcan: Blueport Commerce, an e-commerce service provider for “considered” retailmarkets, launches today by the management team of Furniture.com to help those retailers create online sales opportunities.

A “considered” online retail market sells products that might be logistically hard to ship or products that are not well under-

stood, such as furniture or flooring, as opposed to a book or DVD, explained Carl Prindle, CEO of Blueport Commerce.

“Businesses in these types of markets face certain challenges [selling online], and we are trying to help them,” he said.

The seeds of what is now Blueport Com-merce were planted in 2001, when Furni-ture.com began transitioning from simply a business-to-consumer Web portal to an e-commerce service provider.

“With the growth of considered e-com-merce and the opportunity for retailers it represents, the time is right for this trans-

formation,” said Prindle, who has been with Furniture.com for 10 years.

“Furniture.com helped create the online market for considered purchases,” he con-tinued. “Blueport Commerce will leverage that experience to enable e-commerce for retailers who previously thought their busi-nesses were too complex to port online.”

Currently, around 1,100 sites use the e-commerce services provided by Blueport, Prindle said. Blueport also helps retailers with franchise or co-op models integrate their e-commerce systems in instances where brand, product offering and distribution are controlled locally by independent dealers.

“They may not be running the same sys-tems at their individual store as the parent company,” Prindle added.

The integration packages offered by Blue-port are designed to help retailers translate their legacy systems and offline business procedures into a tailored e-commerce ser-vice optimized for retailer’s unique needs, processes and peculiarities, he said.

“I think we offer a unique set of expertise to help those retailers,” Prindle said.

Prindle said another reason for the full transformation into Blueport Commerce is consumers are now comfortable purchasing products in “considered” markets online.

Furniture.com will remain an online des-tination for consumers shopping for home furnishings as a portal powered by Blueport Commerce. A new Blueport Commerce Web site, www.blueport.com, also launched March 2, showcasing the company’s service and technology structure. l

in its latest interactive e-commerce offering, Jcpenney puts you on the virtual runway with its spring fashions to give cus-tomers “a real-world look at the fit and feel of clothing.” Online shoppers can choose the look they want on virtual runway models. They can then send a product-gram to a friend on the styles they’re interested in and find which stores carry the products. Visitors to www.jcp.com also can meet the design-ers through video vignettes. The launch is supported by an e-mail campaign directing 15 million customers to the Web site, as well as a direct mail piece.

Curious about a ConsumerBase Email

Append?

How many emails can you add to your list?For a limited time we’ll append

emails to a sample of your list and share the results with you. Then, decide whether or not a full email

append is right for you.

CALL PHIL DAVIS FOR DETAILS.(847) 866-9600 ext. 4555

Fax: (847) 864-2642pdavis@consumerbase.com

FEATURED LISTS 1-YEAR

POSTAL/EMAIL

Bankruptcy .......5,949,333 Education .........3,290,852 Tax Services .........650,987

Call for more.

One can data append

and data hygiene...but one

must never date a yak.

www.consumerbase.com

NO RISK!

FREEFREEEMAIL

APPEND MATCH REPORT

FREEEMAIL

APPEND MATCH REPORT

www.dmnews.com | March 2, 2009 | DMNEWS | 3

By Mary Elizabeth Hurn: Three new search and display ad products will allow Yahoo advertisers to better reach their target consumers.

“There’s a big opportunity in today’s economic climate where we’re finding advertisers putting a focus on maximizing ROI and maximizing the value they’re get-ting from their ad dollars, which makes sense,” said David Zinman, VP and GM of display advertising at Yahoo. “All of the announcements we made [on February 24] are about increasing the performance of online advertising.”

The Search Retargeting tool allows advertisers to offer display ad placement throughout the Yahoo Network based on consumer search patterns.

Enhanced Retargeting for display ads incorporates behavioral targeting by allow-ing brands to personalize messaging within a display ad in the Yahoo Network based on which sites and what type of searches a consumer has performed.

Finally, the Enhanced Targeting service will allow advertisers using Yahoo Search ads to more specifically target consumers by time of day or week demographic. Brands can vary their bids on various segments depend-ing on who they’d like to reach and when. This product will be available in March.

Yahoo started testing the products through a pilot program at the beginning of the fourth quarter 2008. The University of Phoenix was one of the first adopters of the products. Zinman would not name other clients, but said there are many.

“Yahoo has great engagement with its user base and learns a lot about who uses what and what they’re interested in,” Zin-man said. “This enables advertisers to use that information when running search ads” improving their search ROI, he added. l

Hallmark Magazine ceases productionBy Lauren Bell : Hallmark Magazine, the bimonthly lifestyle title from Hallmark Cards Inc., is ending its three-year print run with the February/March issue, which is on newsstands now.

Unlike many of its peers, the magazine had been fairly successful in winning ad pages and subscribers — doubling its rate base in just three years from 400,000 to 800,000. However, a “comprehensive analy-800,000. However, a “comprehensive analy-800,000. However, a “comprehensive analysis” of business trends in the publishing industry persuaded Hallmark to shutter it, according to a company statement.

“We really need to focus all of our efforts on our core businesses, and the projects that we know can lead to long-term growth,” said Julie O’Dell, PR director for Hallmark Cards Inc. “It’s very disappointing because consumer acceptance really was positive and advertiser interest was great, too, but we just needed to maintain a clear focus.”

The “core businesses” that Hallmark will focus on include its greeting cards and Gold Crown stores, Hallmark.com and the Hall-mark Channel.

Hallmarkmagazine.com, the magazine’s Web site, also will be shuttered. l

Revised FTC principles for online advertising

BrandNew JCP’s Project E-Runway

The new provider offers help to e-commerce sellThe new provider offers help to e-commerce sell--ers in verticals that are difficult to convey online

CashStar also has worked with Traveloc-ity and Gorham Bike and Ski. Stone said he would like the company to build relationships with more major retailers and restaurant chains in time for the May to July (“moms, dads and grads”) gifting season. l

zumbox delivers digital local weeklies p6 wHere does social media raNk vs. searcH? p10

Uno Chicago Grill dishes out new gift cards

NOTED Legislation and corporate news

that collectors have the best information to better target the right customer and provide consumers with more information on their rights.

Click meter made. The Interactive Adver-tising Bureau (IAB) released its proposed Click Measurement Guidelines, which cover the purchase and sale of cost-per-click ads. The IAB said the guidelines provide a standard measuring performance-based marketing efforts as well as a framework for filtering fraudulent clicks. Public com-ment will be accepted at the IAB’s Web site through March 27.

Early AM delivery on the rise. UPS has broadened its early morning delivery area in the US by nearly 3,000 new ZIP codes. The expansion increases the number of ZIP Codes with guaranteed early morning delivery service by 8:30am to more than 23,000 across the US.

By Bryan Yurcan: Valassis may be de-listed from the New York Stock Exchange after it received notice that it was “not in compliance with certain continued listing standards’’ applicable to its common stock, the company disclosed.

Valassis has 45 days to submit a business plan to the exchange showing it can return its listing requirements to compliance.

The company is below criteria because both the average market capitalization of its common stock over a consecutive 30 trading-day period was less than $75 million and its stockholder equity was less than $75 million. As of February 18, Valassis’ 30 trading-day average market capitalization was about $70.2 million. As of December 31, its stockholders’ equity was $5.4 mil-lion. A company representative declined to comment further. l

Valassis threatened with NYSE removal

:

:

| | DMnEWS |

:

SCREENcirculation zumbox delivers digital local weeklies p6 intErnEt MarKEtinG wHere

Uno Chicago Grill dishes out new gift cards

DULYNOTED Legislation and corporate news

The USPS has unveiled a slate of new stamps for this year for price changes tak-ing effect May 11, including a new Forever personalized stamped envelope. Stamp subjects include noted author Richard Wright.

Obama nominates new FTC chair.President Barack Obama has nominat-ed Federal Trade Commission memberJon Leibowitz as the agency’s chairperson. Leibowitz, a lawyer, joined the commission in September 2004, and previously was VP of congressional affairs for the Motion Picture Association of America.

Allen in at DHL. Deutsche Post World Net has appointed Ken Allen to the company’s management board and as CEO of DHL Express. Allen succeeds John Mullen, who resigned. Allen was most recently CEO of DHL Express USA. DHL has discontinued its US-only air and ground services.

Reforming debt collecting. A new report by the FTC recommends that the debt col-lection legal system be reformed to reflect changes in consumer debt, technology and the debt collection industry. Major recommendations include requirements

Capcom seeks gamer loyalty and spending with prepaid Visa card

By lauren Bell: After a holiday testing period, Uno Chi-cago Grill is rolling out a new approach to gift cards with startup company CashStar, a gift card platform that allows consumers to create and e-mail customized gift cards.

Using CashStar, retailers can create mul-tiple designs for gift cards, and, when the cards are e-mailed, can attach additional incentives to drive store traffic. Retailers also can use data collected when people create online gift cards to send incentives and offers to the givers.

“This seemed to be a very smart new way of adding convenience for my customers, because online gift cards don’t require a visit to the store,” said Rick Hendrie, SVP of marketing for Uno. “The CashStar vehicle offers a lot of flexibility in terms of how I appear to consumers. I can tell different sto-ries and, ultimately, I will be able to segment messages to appropriate audiences, which will help Uno become more relevant.”

Uno’s segmenting program should be fully functional by the end of 2009, Hendrie said. Some of Uno’s key audience segments include busy families, professionals and “casual dining foodies.”

“Most people buy [gift cards] off the rack at stores, and the retailer never knows anything about the purchaser or recipient,” pointed out David Stone, CEO of Cash-Star. “Here, the retailer has all the purchaser information because they provide informa-tion to buy online, and they have some recipient information as well, with e-mail addresses and the ability to be notified when recipients view the card.”

Uno Chicago Grill began offering Cash-Star virtual gift cards in December. Members of the Uno Insiders Club, its loyalty group, received e-mails promoting the cards. During that period, online virtual gift cards outsold the pizza chain’s physical gift cards by 113%, and gift card sales overall more than doubled those of the Christmas before.

By lauren Bell : Capcom, the company behind Street Fighter, Mega Man and other video games, has launched a new loyalty program based around a Visa pre-paid debit card.

The Capcom Unity Visa allows users to earn cash back, retail and merchandise rewards, discounts, access to Capcom events and loyalty points on Capcom’s social site, Capcom-Unity.com. Users also may win experiential rewards, such as access to beta tests of new video games.

Because the cards are pre-paid and nearly anyone over the age of 13 can qualify, Cap-com is perfectly positioned to market them to young gamers. Users can personalize their cards in a variety of designs, including images from games such as Resident Evil 5.

Also indicative of a push toward younger consumers is the communications strategy

for the card: There will be no paper state-ments. Instead, users can opt in for e-mail or text message alerts.

“Not only are we connecting our consum-ers with their favorite brands in an inno-vative way, but we’re also giving them an expansive rewards program,” said Mark Beaumont, COO and head of Capcom con-sumer software publishing in the Americas and Europe, in a statement. Capcom could not be reached for additional comment.

Users earn five points for every dollar deposited on the card, which can be used for activities on the Unity site.

Cash back earned on Capcom signature purchases can be redeposited onto the card or used to buy discounted gift cards from the Unity Visa online rewards mall, which includes retail partners such as iTunes and BestBuy.com. l

By Dianna Dilworth: The Travel Channel has partnered with mobile photo-sharing site SnapMyLife to disperse content from Anthony Bourdain: No Reservations across the mobile phone. Reservations across the mobile phone. Reservations

SnapMyLife users can connect with the No Reservations program by following it on No Reservations program by following it on No ReservationsSnapMyLife or by opting in to receive mobile alerts that the show is about to air. Those following the No Reservations user No Reservations user No Reservationson SnapMyLife will see updated content in their stream on the service, similar to Twitter or Facebook.

Those receiving alerts will receive a mul-timedia message or an e-mail with some content from the show, such as an image or a video with behind-the-scenes footage, and a reminder that the show is about to be broadcast.

“They have great content, and as any media company wants to do, they want to reach out to additional users,” said David Chang, co-founder of SnapMyLife.com. “People on their mobile devices are very interested in travel because they are on-the-go. This is especially true of SnapMyLife users, because they are all over the world.”

This is the second season that Bourdain’s cooking and travel show has debuted con-tent on SnapMyLife. The target audience of both the Travel Channel and SnapMyLife is a bit older and has a higher income than the typical teen audience associated with the mobile phone. This effort is part of a multi-tiered partnership, and the two companies are exploring other ways to work together down the road.

To promote the show before new episodes, which air at 10pm EST Mondays on the Travel Channel, SnapMyLife will post “sneak peek” photos and content at snapmylife.com/account/show/NoReservations.

Last week’s show took place in New York City, and the SnapMyLife photos showed the crew while shooting on location. This extra content runs on the Travel Chan-nel’s mobile site, wireless access protocol (WAP) site and now on the SnapMyLife social media page. All of the content is opti-mized for the channel it is on.

“This takes their content and exposes it in a new way through the mobile phone,” added Chang. “It gives people who are fans of the show access to exclusive content that is tied to the episode.” l

THIRDSCREEN

client The Travel Channel

agency SnapMyLife

campaign No Reservations

Travel Channel has no reservations about mobile pics

4 | DMnEWS | March 2, 2009 | www.dmnews.com

The CashStar program offers customizable gift cards to customers and actionable data to retailers

For Postal Information Contact: John at800.223.2194 x752 or john.logiudice@edithroman.com

For E-Mail Information Contact: Wayne at800.409.4443 x854 or wayne.nagrowski@epostdirect.com

*The database includes retail professionals from other highly responsive Nielsen Business Media publications.

BPA/ABC AUDITED

The premier publication for the convenience store industry.Reach top decision-makers in both chain stores

and independent retail outlets including executivesand store managers.

The most widely read monthly publication in thefood, grocery and non-food products distribution

industry. Reach the supermarket industry’stop decision-makers.

The premier publication for the specialty food andhouseware retailer. Reach owners, executives,

managers, directors, chefs, and buyers.

The world’s most important resource for jewelryprofessionals in jewelry retail, wholesale and distribution.

The industry’s premier source for the prestigious jewelry market.Reach international decision-makers in jewelry retail, wholesale and

distribution actively involved in buying products.

CONVENIENCE STORE NEWS

PROGRESSIVE GROCER

THE GOURMET RETAILER

NATIONAL JEWELER

COUTURE INTERNATIONAL JEWELER

75,123Qualified Subscribers

69,889Subscribers w/Phones

23,177E-mail Addresses

5,966Qualified Subscribers

42,123Qualified Subscribers

40,237Subscribers w/Phones

35,571E-mail Addresses

22,530Qualified Subscribers

21,567Subscribers w/Phones

19,375Email Addresses

30,033Qualified Subscribers

27,959Subscribers w/Phones

18,347E-mail Addresses

611,689Postal Addresses

542,686Phone Records

319,560Email Addresses*

Retail Professionalsbusiness media

EdithRoman.indd 1EdithRoman.indd 1 2/23/09 11:33:15 AM2/23/09 11:33:15 AM

By Lauren Bell: Chicago-based publisher 22nd Century Media has partnered with start-up Zumbox to deliver digital editions of its local weekly newspapers. The move is expected to reduce costs and environmental impact for the pub-lisher, boost readership and make ad buys more attractive.

Zumbox uses “digital mailboxes,” based on consumers’ real street addresses, to electronically deliver local material such as newspapers and community announce-ments. The company will deliver 22nd Cen-tury Media’s six “hyper-local” weeklies, with a combined circulation of 100,000, to every home and business that currently receives the paper edition. Digital editions will replicate all content and ads and will have a page-turning feature to feel more like the traditional version.

“The environmental savings are huge,” said Jack Ryan, proprietor of 22nd Century Media. “Every news company right now is challenged by the economic environment, so if we can deliver the same news content electronically, and a big percent of our cost is printing and mailing — think of the cost savings. There’s also user convenience because people can read their local paper from anywhere.”

The 22nd Century rollout in the Chicago area is a test run for Zumbox, which alsois in discussions with other publishers for similar programs. The company plans to partner with newspapers, magazines and even publishers of video content.

“With the unfortunate distress that is going on with publishers at the moment, now there’s a chance to use those skill sets and maintain their distribution via Zum-box,” said Glen Ward, Zumbox president. “We all think there’s still a desire for news-papers, or at least newspaper content, so we can facilitate that.”

The partnership, which offers readers the option of receiving just the digital edi-tion, is expected to reduce 22nd Century’s printing and mailing costs. It’s also expected to improve ad sales, because digital ads can be made more interactive and link to advertisers’ sites. Advertisers in Zumbox editions of the papers also will be able to track click-through rates and rotate their ads in real time.

Since the Zumbox edition of 22nd Cen-tury’s New Lenox Patriot launched late last New Lenox Patriot launched late last New Lenox Patriotweek, more than 300 people in the area have signed up for Zumbox. The publisher’s other newspapers will roll out on Zumbox in the coming weeks.

Digital editions have grown in popular-ity over the past few years, as publishers seek ways to cut costs and better engage online audiences. Coverleaf and iMags, both digital distributors of major titles such as Elle and Elle and Elle Better Homes & Gardens, launched in 2008. l

OPTIMIZED • Making the most of digital

By Dianna Dilworth: As the Web gets more social, online prop-erty rental companies are optimizing their listings with social components.

Online rental site MyNewPlace just added the Facebook Connect functionality to its Web site, so its users now can post prop-erty listings on their Facebook page. Ide-ally, users will do this to get feedback on prospective apartment rentals from their friends and, in doing so, spread the word.

More than 3 million people use MyNew-Place monthly and, according to internal research by the company, more than a third of its visitors already use Facebook.

“The decision of where you are going to live is one of the most social decisions of your life, so it is natural to leverage your social graph to get advice,” said Mark Moran, VP of marketing and business development

at MyNewPlace.com. “There is also a level of viral exposure to… friends, and maybe one or two of these people are also in the market for an apartment.”

The idea is that users will first ask for friends’ advice on an apartment. Then, for those who find an apartment, the next phase might be looking for a roommate to share it. And finally, MyNewPlace.com expects that users will post about their new place once they move in.

Because users can interact with these properties even before contacting the rental agency, property owners can benefit.

“There is a better qualification of the users, because they have vetted the prop-erty before they have e-mailed about it,” Moran said. “It helps us drive better qual-ity leads.”

For RentWiki.com, a new online rental search site, it is all about giving users

the tools to socialize with the neighbors online before moving in. The new site lets apartment hunters investigate not only the property, but the neighboring community as well, through social networking features tied to the property listings. Users can ask potential neighbors about apartment pric-es, transportation, entertainment, local parks and other services.

“Yesterday renters had to go find people who lived in the neighborhood to find out about it, but now they can combine all of this information in one place online,” said Robert Turnbull, co-founder/president of RentWiki.com. “For renters, this really helps determine if the property is in the right place for them, and for the industry, it is about getting a better lead. If a renter has already checked out the neighborhood, then they are more likely to know if it is a good fit.” l

NAILEDIT Q&AQ&Zumbox delivers local Illinois papers to ‘digital mailboxes’

Apartment hunting meets social networking

6 | DMNEWS | March 2, 2009 | www.dmnews.com

DIRECT MAIL homeowners insurance offers fill mailboxes p7 NoNpRofITS integration is important to reach donors p12 CRM a conversations with euro rscg’s raj p21

Q This was your first integrated mobile campaign. Why take this approach?

A We wanted to target the younger generation, and we know that teenagers and kids are big into texting. It’s a grow-ing media segment, so we thought we would jump on board and give it a try.

Q Is that a different customer segment than what you traditionally reach?

A I would say our target is people ages 18 to 34, and we’re trying to reach down a little bit into the teens, maybe the 14- to 16-year-old range. The high school age is where [mobile use is] really strong, so we’re trying to build that, as we know that it’s our primary quick service restaurant user.

Q How did the campaign work?

A We sent out a direct mail piece in a Money Mailer envelope that had a couple of coupons and a header that said, “Want a free burrito? Just text: BIGCITYB to 686868.” When potential customers would text that shortcode, they would get text back that would say, “Please come in for a free regular burrito, no purchase required.” We also gave them an option to opt in for future deals via text message.

Q Why offer the opt-in option?

A We are building a database. In the future, we can selectively send offers via text to the people that have opted in.

Q How was the response?

A At first, we offered just a free burrito, and in the first three days we had 105 opt-ins. It was a little crazy because it was our first time doing a text campaign, and we saw droves of high schoolers coming in and sharing information to get free burritos. Traffic was good, but it ended up downselling some customers who had come in and paid.

Q How did you fix that problem?

A We changed the offer to buy one get one free, which slowed response down a little bit. People who had the free text on their phones originally would still get a free burrito, but after that would have a buy one get one. That was a good way to minimize the cannibalization in store.

Q Would you do it again?

A We’re not going to be quite as aggressive but we will send out some buy-one-get-one-free offers and some reminders of specials.

DMNews talks with BradDMNews talks with BradDMNewsHarris, owner of Denver-area Big City Burrito franchises, about an integrated mobile campaign for the restaurants

Zumbox kicked off its 22nd Century Mediapartnership with the digital New Lenox patriot

Rental companies are optimizing listings with social media tools

This creates viral activity, which attracts other potential renters

Advance knowledge of neighbor-hoods offers better leads

KEYPOINTSPOINTS

Homeowners insurance offers still appearregularly in consumers’ home mailboxes

database don’t bargain your data quality p8 mobile mobile applications offer opportunities p14 social media how to sort through social media’s many ‘shoulds’ p19

| dmNeWs | |

by bryan Yurcan: Despite the current state of the economy, direct mail marketing from insurance com-panies appears to be going strong.

While overall direct mail volume plum-meted from most financial services compa-nies during 2008, mail from homeowners insurance providers increased volume by 19%, according to a survey by Mintel Com-peremedia, which provides direct marketing competitive intelligence.

According to Mintel Comperemedia, 82 million homeowners insurance offers were mailed during 2008, up from 69 million in 2007. The estimated mail volume for new customer acquisition rose steadily through the year to a peak in August when insurers sent more than 10 million marketing direct mail offers promoting homeowners insur-ance to consumers.

Much of that direct mail volume was sent to convince current clients to increase their coverage or to steal customers from the competition by advertising lower premiums, says Daniel Hayes, VP of insurance services at Mintel Comperemedia.

“An insurance product is something most consumers feel they need to have,” Hayes says. “Compared to the credit card industry,

to send mail pieces directly into their home, Haynes adds.

“They really kept marketing” through the economic recession, he notes.

Another reason for the large increase in direct mail volume from homeowners insur-ance providers is recent decisions by some large providers to pull out of certain areas of the country, thus opening up those mar-kets to increased competition, says Michael Barry, VP of media relations for the Insur-ance Information Institute.

For example, State Farm insurance announced it will stop writing homeown-er policies in Florida and plans a phased complete withdrawal out of the state by the end of the year. That leaves about 1.2 million homeowners who will be seeking new policies, he points out.

“That will really give an opening to other carriers to who want to get a bigger foothold in those states,” he says. “There’s a real scramble in Florida. When a large insurer pulls out of certain states, it opens up the playing field.”

Florida is just one example of a region where insurance companies are looking to attract new customers, Barry adds. In Loui-siana, the state government has an incentive

program, called Insure Louisiana, to attract insurance companies to write homeowner’s policies in the state.

The purpose of the Insure Louisiana Incentive Program, enacted in 2007, is to “encourage insurers to participate in the voluntary property insurance market for the purposes of increasing the availability of property insurance and competitive pressure on insurance rates, and reducing the volume of business written by the Louisiana Citizens Property Insurance Corporation,” according to the state Department of Insurance.

This also will lead to an increase in direct mail from those companies looking to mar-ket their product in Louisiana, Barry says, as new insurers to the state look to attract new customers.

Similar situations across the country will lead to volatility in the homeowners direct mail market, Hayes adds, as consumers are likely to be flooded with marketing pieces during some parts of the year and less dur-ing others.

“I expect we’ll see similar insurance mail volume volatility in 2009 as homeowners insurance providers increase their competi-tiveness and further fine-tune direct market-ing offers,” Hayes says. l

where [a consumer] can have six [different cards], you only need one policy, so it’s very competitive. Insurance companies are trying to maintain their relationships with that consumer, and direct mail is a strong way to do that.”

Insurance companies offering homeown-ers insurance felt the best way to keep that conversation going with the consumer was

offers could pile up in la and Fla and Fla l, some experts say

:

Publishers Put �eir Trust in Us

••••

DATABANK The week in stats

Retailers should e-mail me content based on what they know about me

Actions consumers take on receiving e-mail from retailers

Source: epsilon mid-october survey of 746 consumers who receive permission-based e- mail, released February 2009

www.dmnews.com | March 2, 2009 | dmNeWs | 7

Source: epsilon mid-october survey of 746 consumers who receive permission-based e-mail, released February 2009

88%

79%

75%

69%

67%

60%

55%

33%

download/print coupon

click link in e-mail to learn more

purchase product online

research stores that carry product

purchase product offline

try new product for first time

share coupon/forward e-mail

type/copy url directly

AgRee63%

disagree37%

Full Service Subscription Ful�llmentSubscription Ful�llmentSubscription

Publishers Put �eir Trust in Us

••••

8 | DMNEWS | March 2, 2009 | www.dmnews.com

Ten years ago, I had a great relationship with my bank teller. I knew her sons’ names, noticed when she got her hair cut and told her about

my efforts to save for a new car. Today, I visit 24-hour ATMs, use direct deposit, make automatic bill payments and receive automatic e-mail alerts if my balance hits below my preset limit — all without speaking to anyone.

While my days of free coffee and casual conversa-tion are gone, I’m giving the bank a lot more informa-tion about my financial goals and needs. In return, I expect them to contact me if a regular check hasn’t been deposited, if the charges to my card start to follow a suspicious pattern or if they build a new ATM in my neighborhood. In fact, I — like most other consumers — now have much higher expectations for service. The availability of so much data has put the onus on marketers to respond quickly with compre-hensive solutions and appropriate messaging.

Financial institutions are not the only ones who have seen a radical shift in the level of regular com-munication that is expected between a brand and a consumer. Through personalized preference pages, any retailer or media outlet is able to customize the experience and monitor the behavior of users on their site. Membership to a rewards program or registration to an e-mail newsletter instantly triggers the expectation of regular dialogue.

The pace of these interactions is increasing as well. Watch a 16-year-old wait for a video game or Internet browser to respond to their click of a button, and you will get a sense of how accustomed the next generation has become to wanting instant, automated service.

But the industry still has some distance to cover. Marketing departments modify tone, launch user

contests, send regular e-mails, build social network platforms and monitor the chatter across the blo-gosphere — all under the guise of “conversational marketing.” Even though the term conversational marketing has been applied to several practices in our industry, none of them actually resemble a true back-and-forth exchange with consumers.

Targeting is still an essential guessing game that uses mathematical algorithms to predict behavior. It creates the illusion of instant personalized response in every transaction. A consumer may get what they need out of this — marketers are missing the oppor-tunity to exchange ideas with the very people who are going to drive their brand forward and keep their businesses afloat by buying products.

Take a closer look at the demographics of your so-called brand ambassadors — your elite, preferred customers. Are they truly representative of your core audience? Do they also represent the people you want to do business with in 10 years? The last set of people is the most important one with which to schedule genuine chat.

Cara WoodEditor-in-chief,DMNews

Take a closer look at your elite, preferred customers. Are theytruly representative of your core audience?

EDITORIAL: Editor-in-Chief Cara Wood (646) 638-6185,cara.wood@dmnews.comExecutive Editor Sharon Goldman(646) 638-6121,sharon.goldman@dmnews.comNews Editor Nancy Kearney(646) 638-6184,nancy.kearney@dmnews.comSenior Editor Chantal Todé (802) 257-1295,chantal.tode@dmnews.comAssociate Editor Dianna Dilworth (347) 439-6803,dianna.dilworth@dmnews.comReporter Lauren Bell(646) 638-6191lauren.bell@dmnews.comReporter Mary Elizabeth Hurn(646) 638-6192, mary.hurn@dmnews.comReporter Bryan Yurcan(646) 638-6190,bryan.yurcan@dmnews.com

Copy Editor Nathan Golia(646) 638-6193,nathan.golia@dmnews.comWeb Editor Kevin McKeefery(646) 638-6194,kevin.mckeefery@dmnews.comEditorial Assistant Jonathan Mack(646) 638-6183,jonathan.mack@dmnews.comContributing Editor Sara Holoubeksara.holoubek@dmnews.comEditorial Director Julia Hood(646) 638-6031,julia.hood@haymarketmedia.com

ART AND PRODUCTION: Design Director Sandra DiPasqua(646) 638-6005,sandra.dipasqua@haymarketmedia.com Art Director Claire Spiezio(646) 638-6186,claire.spiezio@dmnews.com

Production Manager Michelle Chizmadia(646) 638-6126,michelle.chizmadia@dmnews.comVP of Production and ManufacturingLouise Morrin, (646) 638-6064,louise.morrin@haymarketmedia.com

ADVERTISING: Advertising Director Emma Halliwell (646) 638-6023,emma.halliwell@haymarketmedia.comDistrict Manager Sammy Patel(646) 638-6171, sammy.patel@haymarketmedia.comAssistant Display Advertising Manager Deborah Hartley (646) 638-6188,deborah.hartley@dmnews.com

Group Circulation ManagerSherry Oommen (646) 638-6003,sherry.oommen@haymarketmedia.comDirector of Audience DevelopmentJohn Crewe (646) 638-6060,john.crewe@haymarketmedia.com

CORPORATE:President/Publishing Director Lisa Kirk (646) 638-6010, lisa.kirk@haymarketmedia.com,Chairman/CEO William Pecover (646) 638-6001,william.pecover@haymarketmedia.com

SUBSCRIPTIONS & CUSTOMER SERVICE: (800) 558-1708, www.dmnews.com

OPINION

Editorial Don’t cut data quality out of budgets

360-degree view gets closer to reality

If there is one asset that should be kept in top shape despite this time of economic turmoil, it’s consumer data. Accurate, current and precise data is the key driver for maximum ROI. Poor data quality translates into bad decisions, which can severely impact an entire organiza-tion in myriad ways: The wrong customers could get the wrong messages and campaigns could become irrelevant and ineffective, leading to dissatisfied customers.

There are ways to conserve your resources and maintain high data quality. Reassess what data should be collected based on your business. Keep and expand data providing high value, and reduce or cut those that don’t.

Audit your data and identify where errors occur. Perform a data source analysis to determine where the data origi-nated and ensure each field contains valid, verified data.

Capture data accurately at the point of entry. Intelligent tools that can validate information as it is being collected are crucial to reducing errors and pay for themselves by virtually eliminating the higher cost of isolating, cleans-ing and correcting after the fact. Regardless of budget constraints, up-front postal and e-mail address verification software generally renders stronger and more immediate ROI due to reductions in undelivered mail.

Maintain a hygiene regimen. Once you capture good, clean data, it is crucial that you do your best to cost-effec-tively keep it that way. Run change of address processing on those records to be mailed as closely as possible to the mail date. A recent study undertaken by the US Postal Service and Christensen and Associates for the R-2006-1 rate case found that 4.7% of all mail is undeliverable. Reduce mar-keting waste associated with lost or undelivered mail, and fix as many records with deliverability issues as possible. Prevention is much better — and cheaper — than finding a cure or having the piece not delivered.

Obtain postal discounts and improve campaign per-formance by isolating undeliverable as addressed mail. There is a small investment involved in address cleansing solutions and services that more than pays for itself. denise2@experian.com

Like every CMO, I have dreamed about being able to craft campaigns based on specific target buyer char-acteristics. I was naturally skeptical that this 360-degree view was within reach knowing that over the years I have investigated, marketed and used many products promising this unabridged view, but none so far had delivered more than 60 degrees.

It’s not surprising that solutions are light. The two primary methods today that are used to build “complete” consumer profiles, surveys and analytics solutions that monitor Internet access, are not up to the task. Consumers reluctantly and rarely complete, or accurately complete, surveys that impart personal data.

The better answer is more likely found in analytics tech-nologies that are able to see and create audit trails of reliable

samples of Internet pages accessed, then infer interests or behaviors. The problem has always been that capturing all of a person’s Internet activities would require the abil-ity to see and record all Internet requests. Until recently, this was only a possibility for broadband operators and Internet service providers (ISPs). Today, mobile operators also qualify. Still, because many people access the Internet through different ways, the 360-degree view remains a bit of fantasy awaiting truly converged networks.

But marketers don’t really need to know every single click that target buyers make to build reliable behavioral profiles that are useful for segmentation. No doubt the ISP is able collect larger samples, because this is where most Internet access takes place, giving these operators an opportunity to create defined segments of subscribers as they pertain to Internet access patterns from fixed loca-tions. However, the mobile operator is able to monitor unique activities, including location. This would give them a near 360-degree view specifically of the mobile Internet user. This can advise and inform mobile operators on the types of applications and services that appeal to different segments of mobile Internet users — extremely valuable for growing mobile Web opportunities.kathleen.brush@openwave.com

Denise HopkinsVP of mktg. and product dev., Experian Marketing Services

Kathleen BrushVP of marketing,Openwave Systems

DMN_PureSend.indd 1DMN_PureSend.indd 1 12/29/08 12:57:53 PM12/29/08 12:57:53 PM

: While I believe social networks will con-tinue to gain traction and popularity as effective marketing venues, I don’t believe the current platforms and communities have much of a chance to emerge as top market-ing venues, as a meaningful percentage of the overall online mix.

The key barrier to entry for social net-work advertising is the context. Users have demonstrated time and again that they not only ignore advertising in social media, but eschew it. As proof, Facebook generates around $2.50 in advertising revenue per user per year. (Hint: This is not good.)

Social networks are seen as personal collaboration and communication plat-forms, not information or research tools. The challenge will be for the largest social networks to create an environment where advertising is relevant and appreciated. Look for aggregation and growth of niche social networks in the next few years, which will create improved targeting and response rates, but will be hindered by the ability to provide meaningful volume.

By comparison, search engines like Google are able to make billions of dollars due to the contextual use: Search engines effectively connect buyers with sellers. Advertising is welcomed. Thus, they will continue to dominate online marketing for years to come. Even though costs associated with search will continue to increase due to competition, engines will continue to deliver impressions, clicks and conversions that outperform just about every other form of marketing — online and offline. l

GLOVESOFF

What’s the future for social network ads?The rise of social networks offer unique marketing opportunities. However, some say search’s quantifiable nature means it remains king of online marketing. Our experts each take a side

> CONTENDER Kent LewisPresident, Anvil Media Inc.Thirteen years of experience in Web marketing

Strout contends social networks offer fixed costs, and peer-based recommendations are a driving force behind purchases. But Lewis argues that unlike search, social networks will be hindered by the

DMNEws’ DECIsIONability to provide meaningful volume. As long as search fills that need, it will continue to dominate.HAVE YOUR SAY E-mail your topic to nancy.kearney@dmnews.comHAVE YOUR SAY E-mail your topic to nancy.kearney@dmnews.comHAVE YOUR SAY

: As a 15-year marketing veteran, I’d be lying to you if I told you that I didn’t see enormous value in the practice of search engine marketing (SEM).

There’s one problem, however, and that is that like online advertising and e-mail marketing, the effectiveness of SEM is beginning to erode.

No, I’m not suggesting that any company should not be employing SEM. However, I will be so bold as to say that the future of marketing is social, and those who choose to ignore it are going to miss out for three reasons: First, it’s infinitely scalable; second,

peer-based recommendations will continue to be the leading driver of purchase intent; and lastly, unlike SEM, marketing via social networking requires relatively fixed costs.

To illustrate how this works, think of a site like Amazon.com, with millions of rat-ings and reviews. Imagine that I like a book I bought, so I decide to write a glowing review and post it. Then, a new service called Facebook Connect — with my con-sent of course — proactively includes a link to the review in my Facebook newsfeed. Because I have more than 500 friends on Facebook, those friends see that I wrote a review, and some of them decide to click on that review link. Now their Facebook newsfeeds (with their consent) broadcast that they just read my review, and some of their friends will click.

See how powerful marketing through social networks can be? It won’t replace SEM anytime soon, but it’s certainly becom-SEM anytime soon, but it’s certainly becom-SEM anytime soon, but it’s certainly becoming more effective in a hurry. l

> CONTENDER Aaron stroutCMO, PoweredFifteen years of marketing experience

10 | DMNEws | March 2, 2009 | www.dmnews.com

Perfectly Tailored Direct Mail Services That Get Results:

WORK

Call DIS Direct Today – Call DIS Direct Today – 630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590630.705.1590www.disdirect.com

olutions company

DIRECT MAIL PRINTING

Your Printing Solution – Direct Mail Driven

a Digital Imaging Solutions company

Your Printing Solution – Direct Mail Driven

By Mary Elizabeth Hurn: If you’ve seen infomercials for the NordicTrack in prime time on A&E, ABC Family, or E; Snuggie blanket spots during an evening slot; or learned about the PedEgg during top viewing hours on CNN, you are witnessing a significant shift in television advertis-ing thanks to the economic downturn. Direct response television ads now appear more and more regularly in prime-time spots.

In today’s environment, many indus-tries are hard-pressed to find sectors that are thriving. But in marketing, with major brands scaling back their traditional advertising dollars, DRTV just might be that sector.

“We’re in a time when, more than ever, ad dollars need to be account-able,” says Rob Medved, president and CEO of Cannella Response Televi-sion, which does media buying for products such as the GT Xpress 101, a countertop electric cooker. “We’re in this era of accountability, and that’s direct response.”

Michelle Cardinal, president and founder of R2C Group and CEO of its media division, Cmedia, which heads up the NordicTrack spots, points out that in every downturn there is a silver lining. “What we’re seeing is this major shift in the way people think about

television advertising,” she says. “I hate to say it, but it’s kind of exciting.”

Both long-form infomercials and short-form DRTV spots, experts say, have their own unique opportunities. Short-form spots obviously benefit the most from tighter TV ad budgets for big brands. Before the recession, if a DRTV advertiser wanted to run its ad during prime time, it would have to decide far in advance, and pay the same premium rate. But now, the time is not only available, but at a remnant, direct response rate.

“We’re seeing tons of these fire sales — unsold inventory offered up at the last minute — which is perfect for us,” Cardinal says. “We always have bud-gets and money to spend as long as rates are right.”

Traditional advertisers, she contin-ues, don’t have that luxury. “General marketers spend the money up front and plan their quarters in advance. They’re not typically positioned or sit-uated to pick up deals,” she explains.

There are also opportunities for marketers, in long-form formats such as 30- and 60-minute infomercials. Because the time slots for this type of program are more or less fixed, supply and demand plays a big role in media placement, says Medved: “We’re see-ing the relationship of the consumer spending driving the cost of the media down because the demand isn’t as high as it’s been in the past,” he explains.

Cardinal agrees, saying that response levels from long-form DRTV spots dropped going into the fourth quar-ter of 2008, so those marketers began cutting their budgets. “The long-form world is really responsive to dropping response levels,” she says. “When you cut the [media buying] budget it creates more supply [for networks] and you can negotiate the rates.”

She says this resulted in discounts up to 20%. “That’s huge for the long-form business,” she continues. “This is an

“This is when you really see the economy come into play,” Medved says. “A product [like the GT Xpress] solves the meal-on-the-go problem, which is a longstanding one in the housewares vertical. That kind of sell [will] thrive in this environment.”

Cardinal says even higher-priced items can do well if they still seem to give value to the consumer. “We’ve seen a lot of flexible payment plans,” she says of orders for the NordicTrack. “Anything that’s value-driven is defi-nitely going to work.”

Pearson has become more cautious with his company’s buying. “We’re try-ing to buy smarter and leaner and really manage the minutia of the buys closer, because there’s less room for waste than there was before,” he says.

However, at the end of the day, the experts say the product is still king. “We’re still looking to provide a solu-tion to a unique problem with a unique product that has mass market appeal at a great value,” Medved says.

Though it’s still unclear where the market is headed, Cardinal believes that DRTV media buying rates will go up a bit going into the second quar-ter. “The business [will stay] strong, because marketers want to see ROI right now,” she says. l

Thanks tonegotiable rates and desirabletime slots, prod-ucts such as the Wave, GT Xpress and Nordic Track see rising DRTVsuccess

Feature

industry where the rates continuously go up quarter to quarter.”

In November, Fox made a previous-ly unprecedented move among major networks: It announced a two-hour slot for long-form DRTV marketers on Saturday morning that had been previ-ously occupied by cartoons. Because of a lawsuit with 4Kids, the company that produced the cartoons, the original programming was cut.

Medved says this is a “gold mine” for the DRTV world: “You’re talking about one of the highest volume time periods for paid programming,” he says.

But Cardinal says that type of expo-sure isn’t for everyone. “The competi-tion for those spots stays among the larger buyers of the media because they have the client base and can han-dle a large airing,” she says, adding that not all companies could handle the huge call volumes the national spots are likely to generate.

Experts also say certain product categories tend to do better during a recession. Tim Pearson, VP and general manager of direct response for Gaiam, an online retailer of healthy lifestyle products, says the fitness vertical tends to do well because people tend to cancel their gym memberships and personal training sessions in a downturn. Gaiam currently has long-form spots running for the Wave Speed Slimming System and the GT Xpress 101.

www.dmnews.com | March 2, 2009 | DMNEWS | 11

Deals abound for DRTV Major brands are reducing traditional TV ad

spend — providing more opportunities for DRTV

@dmnews.com A podcast with Hawthorne Direct’s Tim Hawthorne

{

Want to reap DRTV rewards?

It’s a brighter story for DRTV than some other sectors, but marketers still need to proceed with caution, says Tim Hawthorne, founder and chairman of Hawthorne Direct. A few of his suggested tips: l Hone your product sourcing to meet the market. What canyou provide consumers that satisfies contemporary challenges? The perfect example is the Snuggie, an inexpensive, convenient way to keep warm as you conserve heat.l Create compelling offers. What more can you do to help cash-strapped customers that may increase response? Try longer, smaller payment plans, less expensive product trials, and free shipping. l Watch your bank account. You can extend sensible terms to vendors, suppliers and media outlets, but due diligence is key. Research the financial health of your business partners to protect your own corporate survival.

We’re seeing tons of these fire sales — unsold inventory offered up at thelast minute.

Michelle Cardinal,president, R2C Group

By Chantal Todé: Nonprofits’ nascent efforts in digital marketing have taken on a greater urgency of late, as already tight budgets are squeezed even more by the cur-rent economy. As a result, organizations are cutting marketing costs where they can and redirecting their efforts to less expensive digital strategies. Most donations still come in by mail. However, many charities are looking for the best ways to integrate online with offline and for other strategies to improve the ROI for direct mail.

“It is extremely difficult right now in the non-profit arena, as gifts are pretty much flat,” says Janet Granger Happ, manager of healthcare and education customer marketing for Pitney Bowes. As a result, nonprofits are relying on their solid supporters, reaching out to them with a combi-nation of electronic and direct mail communica-tions. “Starting off electronically and following up through the mail is the most successful strategy for nonprofits,” she says.

Because direct mail can be expensive, nonprofits want their programs to be as efficient as possible and often look to e-mail to help make that happen, says Joe Tyler, CEO at Informz Inc. Increasingly, groups will launch a fundraising campaign by e-mail to test any messaging and see what resonates with constituents.

Another way nonprofits use e-mail to support their direct mail programs is with a succession of e-mail blasts designed to learn as much as possible about an audience. Any data that are collected can be used to segment the nonprofit’s audience for direct mail purposes.

Taking integration efforts beyond just the Inter-net and mail channels can have an even bigger impact on nonprofits’ fundraising efforts, says Debbi Barber, president of agency Grizzard.

“In looking at the results from all of our clients, integrated marketing across a variety of channels was clearly the strategy we saw that had the biggest impact on results,” says Barber. “Mail as a single-channel strategy is decreasing, but mail is still so important because the majority of money comes from it. However, other channels can enhance mail, because people are operating in more chan-nels today than ever before.”

By listening to donors about how they want to be communicated with and giving them various options to be communicate with and to donate, nonprofits are improving results, she explains.

Grizzard works with 32 of the larger humane societies across the country. Three of those, Bar-ber says, are putting their messaging out to the community via billboards, radio, TV and FSIs, in addition to mail and the Internet. Those are exceeding expectations.

For the Salvation Army in Dallas, for example, Grizzard developed a program around the tagline “Please don’t forget,” with placement in mail, FSIs, space ads and billboards. The campaign

Going direct to donors

Top trendsDigital marketing continues to grow as a percentage of the nonprofit fund-raising mix

Truly integrated campaigns across channels are seeing the most success among many nonprofits

Nonprofits are working to “recession-proof” their marketing communications

Working to protect and keep the best donors is essential for today’s nonprofit efforts

CAMPAIGNSAs tight budgets squeeze nonprofits, integration between online Going direct to donors As tight budgets squeeze nonprofits, integration between online Going direct to donors and offline efforts has moved to the fundraising forefront

The Michigan Humane Society’s net revenue was up 12% last year, despite the fact that Detroit, the state’s largest city, has been one of the areas hardest hit by the current recession. This successwas due in part to an integrated marketing cam-paign created by Grizzard that included several forms of direct mail as well as online fundraising efforts. For the former, a resident mailing list was used to lower costs and mail saturated areas where Grizzard felt Michigan Humane could pull donors.

ChIld/fAMIld/fAMIld/f ly

| | DMNEWS |

““ Starting off electronically and following up through the mail is the most successful strategy for nonprofits.

Janet Granger Happ, manager of healthcare and education customer marketing, Pitney Bowes

12 | DMNEWS | March 2, 2009 | www.dmnews.com

also included radio, where the Salvation Army sponsored the traffic report.

“People would hear the campaign on the radio, see it on a billboard and go home and see it in the mail,” says Barber. As a result, the organization’s income was up 25% last year and new donors increased 28%.

Some charities are creating catalogs that show-case giving opportunities and encourages potential donors to choose something as a gift.

“In this economic environment, people are think-ing about doing something more meaningful,” says Robbin Gehrke, SVP, executive creative director at Russ Reid. “When a donor gives to a charity’s catalog, they are giving from a different share of wallet,” he explains, as they are also using the donation as a gift.

The catalogs typically have the same overall look and feel as any other catalog a consumer might receive in the mail. The challenge for chari-

ties is to find creative ways to package different opportunities for giving.

“Organizations need to be mindful that their fundraising expertise will take them half of the way when launching a holiday catalog,” says Gehrke. “The other half is understanding catalog metrics, circulation strategy and catalog creative.”

The benefits can be significant, she adds. The average purchase price or donation for a charity cat-alog is $100. These mailings have even been known to bring in $10,000 and $20,000 gifts from major donors. And, they’re a good way to attract new donors and engage regular single gift donors.

“The organizations we worked with this holi-day season all did very well with their catalogs,” says Gehrke.

One current imperative for nonprofits is to “recession-proof” all marketing communications, including direct mail, Gehrke continues. “Donors are making sacrificial donations at this time and that needs to be recognized,” she says.

This means that whatever need the organiza-tion is trying to communicate must relate to the economy in some way. One of the food banks Russ Reid works with changed its messaging in the fall, recognizing that many people who had been donors in the past now come in needing food because they are out of work.

Others are putting more resources behind thank-Others are putting more resources behind thank-Others are putting more resources behind thanking donors for their generosity during these dif-ing donors for their generosity during these dif-ing donors for their generosity during these difficult times. One of the agency’s clients sent out personal letters from the president of the organi-zation followed by letters from end beneficiaries followed by a phone call to certain donors.

“Every organization needs to do everything they can to protect and keep their best donors right now,” says Gehrke. “People are looking for value in how they spend their money.” By keeping their mail programs fresh via integrated campaigns and insuring the messaging is on topic, nonprofits can go a long way toward staying top of mind. l

The direct mail packages also offered prospective donors the opportunity to make their gift online using a specific URL so the agency could track those that came to the page from the mail. The direct online prospect responses specific to the URL generated an additional $5,213.00 with 63 gifts for an average gift of $82.75, in contrast to a $25.36 average gift from those responding via the mail. In fact, online donations in Q4 2008 were up 40% over online donations in Q4 2007. “We feel it is valuable because the cost is low, the average gift is much higher, therefore the long-term value of the donor is greater,” says Barber.

Take advantage of mobile applications

Julien TheysAnalyst, Screen Digest

Jonathon Linner Co-founder and CEO, Limbo

Eswar PriyadarshanCTO, Quattro Wireless

Dan AbelonFounder, SpeedDate.com

? | DMNEWS | March 2, 2009 | www.dmnews.com

More consumers are using smartphones — so mobile apps are a great way to directly connect with your customer. Four experts share the best strategies marketers can use to maximize the use of this channel

: There are several factors to take into account when designing a mobile applica-tion, especially for iPhone owners, who tend to be early adopters of mobile applications and are also more aware of mobile advertis-ing. This audience presents a tremendous opportunity for companies looking to set up iPhone-specific mobile ad campaigns.

The first thing to consider is why con-sumers will use the application instead of a mobile Web site or just plain text messaging. What additional benefits will your applica-tion provide? For instance, location-based applications can pinpoint a user’s exact loca-applications can pinpoint a user’s exact loca-applications can pinpoint a user’s exact location, providing value and opportunities that mobile Web sites cannot.

Next, be sure to use a rich and engag-ing interface. Leverage the cool things that the device provides, such as iPhone and iPod “shaking,” touchscreen functionality or device tilting to grab users in the first twenty seconds of trying your application. If the user doesn’t instantly “get it,” there is a strong chance they will abandon the application and never return.

Now think about longevity. Many people will use a lightsaber or a beer game just once because it’s all about a single experience, and because free mobile applications are highly disposable in the eyes of the consum-er. When designing an application, think about what will keep a user coming back. Also, listen to your users by giving them

channels to feed back ideas and take those concepts to make constant improvements to your application.

Lastly, do not rely on partners. With more than 20,000 iPhone applications to compete with, the success of your applica-tion cannot be driven by deck placement. Good placement is a reward for success, not the other way around. Remember, carrier decks and app stores are large meritocratic ecosystems, so the best applications rise to the top. Paying careful attention to design, user interface and ergonomics is critical to the success of your application. l

: The Apple iPhone revolutionized the mobile industry in 2007 by launching a full-featured portable computer complete with a built-in cell phone and high-speed Internet connection.

Apple’s subsequent launch of the App Store and accompanying application devel-opment platform took the revolution to the next level — the app store now has more than 15,000 applications in every category imaginable. Other mobile device vendors, like Research In Motion, Google, Nokia and Microsoft, have all quickly followed suit with their own mobile application stores and development platforms.

However, you cannot just build an app and expect people to come to it. The success-ful build of a mobile application demands best practices.

For example, the best iPhone apps usu-ally succeed at doing one thing very well: they promise the end-user a specific piece of functionality and deliver on it in a simple yet comprehensive manner. Whether it is a tip calculators, a portal for US histori-cal document archives or a two-player air hockey game, these apps succeed because they promise and deliver on one very cool or very useful thing.

Second, a great app isn’t just a repur-posed Web site with a slapped-on iPhone graphic user interface. Typically, the best ones are built from the ground up to be rich, fast, personalized and very interactive, andfetch content from the Internet only when they have to.

These apps leverage the touchscreen user interface, capitalize on the brilliant and crisp display, dare to be fun by encouraging users to shake it with the accelerometer andunobtrusively slip out and fetch new content from the Internet.

Finally, a great app is working hard to establish a clear brand identity from all the other me-too apps out there.

The good news here is that if you fol-lowed the first two pieces of advice, you are likely to garner great user reviews for your app, which is great leverage in staying ahead of the app pack. l

: IPhone development is all the rage these days. While the platform is smaller in terms of population than social network platforms like Facebook or MySpace, the iPhone offers unique advantages for both individual developers and larger companies looking to expand their reach. IPhone users tend to be relatively affluent, and the platform offers possibilities for creating uniquely engaging applications.

But how do you actually attract users to your iPhone application? My company, SpeedDate.com, recently launched a suc-cessful dating iPhone app. Here are our top five ways to drive traffic to your app:

Have a lot of users already. That’s right. The best way to generate iPhone users is to already have a lot of people downloading your app. If your app has a high velocity of downloads, it will show up higher in searches by users and they will be more likely to download it. Tough strategy if you’re just getting started, but getting to the top should be the goal of any iPhone app campaign.

Create a great product. Great apps generate word of mouth that can lead to significant downloads. The iPhone is a particularly exciting development environ-ment relative to the Web because of cer-tain aspects of the platform: mobile, GPS, touch screen, and the accelerometer. We focused a lot of energy on creating an excel-lent user experience for daters using theSpeedDate app so people would recommend it to their friends.

Take advantage of PR. IPhone is one of the few platforms on which PR can actually help create sustainable traffic. If your app gets covered in a variety of mobile and tech related blogs, you’ll see a spike in down-loads. If this spike, combined with other initiatives, causes your app to have a high number of downloads, you can generate significant traffic from being ranked highly for searches in the iPhone store.

Use advertising. This can be expensive, but can be used to supplement other initia-tives, especially during a launch period.

Finally, use existing channels. If you have access to users, you should let them know you have an iPhone app. We promote our app to users of our Web site, SpeedDate.com, as well as our social networking apps. l

: Mobile applications can have many uses. They can act as a container for traditional content such as videos or games, or as a gateway to a brand’s multiple services and offers. They can also provide additional services related to a brand’s core business, such as a bar locator for Smirnoff or arecipe book for Kraft. But most importantly, mobile applications are connected with con-sumers in a real-time, intimate way, and therefore allow for immediate and precise consumer feedback and insight.

The trend towards integrated app stores within smartphones is significant. Screen Digest estimates 150 million smartphones were sold in 2008, and more than 500 mil-lion applications were downloaded from Apple’s App Store for iPhone and iPod Touch alone.

Free applications that provide additional value to the end user are much sought after. Whether it is entertainment, useful services or a coupon, the application works best or a coupon, the application works best or a coupon, the application works best when it is related to the brand: don’t bother when it is related to the brand: don’t bother when it is related to the brand: don’t bother offering a karting game if you sell detergent. There is a fundamental difference between sponsoring a third-party application and taking part in the design of software in line with the brand’s values.

There is a lot of talk today about location-based advertising, but the ad inventory to back the hype is not available yet. Intro-ducing location-based services through a dedicated, useful app, such as a store locator with coupons selections, helps build trust in an otherwise intrusive technology.

Brands should also keep in mind the mobile phone remains — above all — a com-munication device. Address books on our mobile phones can be thought of as the ancestor of today’s social networks, and its capacities as a viral communication tool were proven long ago.

Of course, opt-in is paramount. Forget-ting this cardinal rule will have disastrous consequences. That is why the added value must be compelling enough for the user to act on the opt-in proposition. Also, an application that can be customized to better suit the needs of the user will have a longer lifespan. Brands should keep in mind that, even with a useful and free mobile appli-cation, they are still competing with other forms of services and entertainment on a very small screen. l

TECHNIQUE

THE TAKEAWAYConsider your target customer in every step of application development

www.dmnews.com | March 2, 2009 | DMNEWS | 13

THE TAKEAWAYThe rise of app stores offers marketers the potential to reach consumers

THE TAKEAWAYMobile applications should be compelling to the user and follow best practices

THE TAKEAWAYUser a variety of marketing channels to drive traffic to your mobile application

Check outaward-winningwork from the 31st Caples Awardsfrom AIM Proximity and Vodaphone

caples.org

: There is much in the pho-tograph on the mail piece for Holland Boone and nothing that stands out. The e-mail that comes to my computer, presum-ably, with offers that spell out the actual math of saving 30%, as if this is the first time anyone has ever heard of 30% off. I’d like to send a message to the committee that demanded this design — simplify, folks. Plus, there’s no link to a Web site or online store. It’s only available in stores or by phone. Seems like a missed opportunity.Meanwhile, Bella Jules created a crisp, eye-catching graphic approach to a holiday retail promotion. The work stood out during the holiday season, with its simple design — bold, not-red-and-green colors and clever copy — driving sales up 10% from the previous year. Not a bad feat in any economy. With a graphic consistency across all points of contact, it made a brand connection with consumers that left a good impression, even after the last Salvation Army bell was rung.OK, the HT Market effort uses the same clean, simple, red and black graphic idea as Bella Jules. But something important was left out, namely style and design sense. The emotional connection for the brand – the line “Bringing the Movie Theater Home” – was lost, only showing up in one of the banners. You would think that the design would reflect the money about to be spent by the consumer. Instead, I am left with the feeling that the merchandise will be of dubious craftsman-ship, and that the savings will be offset by short product lifespan. Not the impression a brand would want to leave.

: Pewter goods company Holland Boone wanted to test the effectiveness of e-mail vs. direct mail inorder to determine future campaigns. The traditionallydirect mail-oriented company chose similar couponoffers to test.

Holland Boone had beensending five direct mailingseach year to 250,000 house-holds. That campaign had a total cost of $5,000. Beginning in late 2008, marketing services firm Beyond Implementation, using Web-based marketing tools from VerticalResponse, launched monthly e-mail blasts to a total of 15,000 names on Holland Boone’s permission-based e-mail list.

The postcards and the e-mail campaign included two coupons, which offered discounts on both Web purchases and in-store items. The e-mail campaign also included an “item of the month.”

“The benefit of e-mail market-ing is that it’s self-evangelizing,” says Lisa Von Bargen, owner of Beyond Implementation. “We put a link on [Holland Boone’s] Web site to sign up for e-mail promo-

The postcard campaign drove less than 1% of customers to purchase. Based on reporting from VerticalResponse analytics tools, the e-mail campaign had over a 40% open rate and drove both online and offline sales, and had a wider and deeper impact than direct mail. Direct mail pieces will be sent just three times in 2009.

-Kevin McKeefery

The WorkPRIVATEVIEW

Holland BooneSituation

Approach

: Bella Jules, a clothing boutique in West Reading, PA, wanted to drive attendance to a holiday preview party and drive sales.

Ad agency Mangos developed an integrated campaign includ-ing direct mail and billboards in high traffic areas. An e-mail was also sent to preferred customers, offering 20% off purchases made at the party and on Black Friday.

ApproachBella Jules

Black Friday sales in 2008doubled over the previous year, and overall November and December sales rose 10%.

-Mary Hurn

: HT Market, which sells home theater products, wanted to increase Web conversions. It partnered with online advertising company FetchBack for a retargeting campaign that ran between October and February. When a person visited HT Market but didn’t purchase anything, banner ads would appear as they surfed otherInternet sites, including popular news sites, social networking sites and various blogs.

ApproachHT Market

HT Market saw $6.62 in revenue for every $1 spent on retargeting, and had an increase in return conversions of 39%.

-Bryan Yurcan

Martin BuchananExecutive creative director, managing partner, Trone.

Showcasing creative solutions

Results

Results

Results

14 | DMNEWS | March 2, 2009 | www.dmnews.com

NEW LISTSMaking it Big in Real Estate Weekly Infomercial BuyersFocus USADescription: This file contains people who have purchased a system teaching them how to make money in real estate after view-ing an infomercial. These entrepreneurial prospects have made an average purchase of $99 and earn an average of $60,000.Selects: 13,400 universeContact: Your list broker or Focus USA, 1 University Plaza, Hackensack, NJ 07601 Phone: 201/489-2525Fax: 201/489-4499 E-mail: info@focus-usa-1.com

All Unpacked – New Movers/ New Phone ConnectsList Connection Inc. Description: This file contains people who have just moved and are in the process of getting settled in their new locations. These new prospects earn an average of $45,000. This list is 50% female. Selects: 6 million universeContact: Your list broker or List Connection Inc., PO Box 1712, Simpsonville, SC 29681Phone: 864/962-0761Fax: 864/962-0769E-mail: ken@listconnection.net

Robert Switzenberg’s Cash for Homes – Foreclosures Opportunity Buyers Geon Media GroupDescription: This file contains people who have purchased an online education program to learn how to make money through real estate ventures. Selects: 6,021 universeContact: Your list broker or Geon Media Group, 1922 Ashley Valley Lane, Sandy, UT 84092Phone: 801/619-7800Fax: 800/505-1703E-mail: mhaugo@geonmedia.com

ALC Executive Masterfile New BusinessesALCDescription: This file contains entrepre-neurs who are launching and establishing new businesses across the US. Selects: 313,063 universeContact: Your list broker or ALC, 4300 Route 1 CN-5219, Princeton, NJ 08543Phone: 609/580-2800Fax: 609/580-2810E-mail: maryann.posten@alc.com

Religious AffiliationseTargetMedia.com Inc.Description: This file contains believers in a wide variety of religions who have expressed a desire to receive religious information online.Selects: 5,497,721 universe, religion, age, geography, income, marital statusContact: Your list broker or eTargetMedia.com Inc., 6810 Lyons Technology Circle, Coconut Creek, FL 33073Phone: 954/480-8470Fax: 954/480-8489E-mail: info@etargetmedia.com

Line ‘Em Up – Number of Credit Cards on FileMedia Source SolutionsDescription: This file contains consum-ers who have bank, retail or gas credit cards. These prospects earn an average of $50,000 annually and have made average purchases of $150. This list is 60% female. Selects: 1,100,000 universeContact: Your list broker or Media Source Solutions, 950 S. Pine Island Road, Plantation, FL 33324Phone: 954/788-0213Fax: 954/788-0215E-mail: mvolpe@mediasourcesolutions.com

House Mouse AnticsRMI Direct MarketingDescription: This file contains people who have bought products from House Mouse Antics catalog. These consumers have spent an average of $30 on products. This list is 95% female.Selects: 13,206 22-month buyersContact: Your list broker or RMI Direct Marketing, 42 Old Ridgebury Road, Dan-bury, CT 06810Phone: 203/825-4633Fax: 203/207-8506E-mail: tmathis@rmidirect.com

Rivercrest PublishingMacromarkDescription: This file contains people who have bought books, videos and CDs that deal mainly with conspiracies, New Age and the occult. These prospects have spent an average of $32. This list is 63% male.Selects: 73,701 universeContact: Your list broker or Macromark, 185 Route 312, Brewster, NY 10509Phone: 845/230-6300Fax: 845/278-0650E-mail: paulad@macromark.com

Sports Memorabilia EnthusiastsDunhill International List Co.Description: This file contains people who collect and buy sports memorabilia. Selects: 5 million universeContact: your list broker or Dunhill Inter-national List Co. One Park Place, Boca Raton, FL 33487Phone: 561/998-7800Fax: 561/998-7880E-mail: candy@dunhills.com

Several Sources Shelters - DonorsTrinity DirectDescription: This file contains people who have donated to Several Sources Shelter, which provides help, shelter and education for young mothers. Selects: 13,341 universeContact: Your list broker or Trinity Direct, 10 Park Place, Butler, NJ 07405 Phone: 973/283-3600Fax: 973/283-3606E-mail: joyj@trinitydirect.net

Dental Professionals from Elsevier HealthcareMeritDirectDescription: This file contains dental professionals from across the US. Selects: 49,512 universe

Contact: Your list broker or MeritDirect, 333 Westchester Ave., White Plains, NY 10604Phone: 312/286-4461Fax: 914/368-1150E-mail: bkamberis@meritdirect.com

Fix It! By Simoniz, USAList Services Corp.Description: This file contains people who bought products to fix their cars after view-ing a TV commercial. These buyers have made an average purchase of $20. This list is 70% male.Selects: 250,000 12-month buyersContact: Your list broker or List Services Corp., 6 Trowbridge Drive, PO Box 516, Bethel, CT 06801Phone: 203/791-4104Fax: 203/778-4299E-mail: kmatteo@listservices.com

Buyers 360 Celebrity JuiceFocus USADescription: This file contains people who are interested in celebrity news, photos and gossip. They go online, watch TV shows and receive e-mails to learn about the latest celebrity news. These celebrity watchers

earn an average of $55,000 annually. This list is 75% female. Selects: 2,568,230 universeContact: Your list broker or Focus USA, 1 University Plaza, Hackensack, NJ 07601 Phone: 201/489-2525Fax: 201/489-4499 E-mail: info@focus-usa-1.com

The Population Research InstituteMary Elizabeth Granger & AssociatesDescription: This file contains donors to the Population Research Institute, an anti-abortion nonprofit organization. These educated, avid donors enjoy reading books and publications that are related to Catholic teachings. Selects: 3,877 universeContact: Your list broker or Mary Elizabeth Granger & Associates, 110 West Road, Baltimore, MD 21204Phone: 401/842-1170Fax: 410/842-1185E-mail: evelyn@maryegranger.com

G. Anderson Homebase BuyersGT List ServicesDescription: This file contains people who have purchased an orientation kit that

LISTS AND DATABASESFor Publication: All list and insert information sent to DMNews for publication should be e-mailed, preferably in a Word attachment, to Lists@DMNews.com. You may also fax 646/638-6159, to the attention of List News. Please avoid multiple submissions of the same lists. There may be a delay between the receipt of material and the date of publication.

www.dmnews.com | March 2, 2009 | DMNEWS | 15

16 | DMNEWS | March 2, 2009 | www.dmnews.com

LISTS AND DATABASES

teaches them how to become more finan-cially independent. They are generally more than 40 years of age. This list is 60% male. Selects: 106,262 universeContact: Your list broker or GT List Services, PO 105, Tallman, NY 10982Phone: 845/918-1622Fax: 845/918-0102Email: oneyco@optimum.net

Commercial Truck OwnersByrum & FlemingDescription: This file contains owners of commercial trucks. Selects: 1,278,009 universeContact: Your list broker or Byrum & Fleming, 321 San Anselmo Ave., San Anselmo, CA 94960Phone: 800/850-1711Fax: 415/459-5162E-mail: pam@byrumfleming.com

American Pharmaceutical ReviewRussell Publishing LLCDescription: This file contains people who receive the American Pharmaceutical Review, a journal that features articles by pharmaceutical experts. Selects: 30,112 universeContact: Your list broker or Russell Publishing LLC, 9225 Priority Way West Drive, Indianapolis, IN 46240Phone: 973/349-6144E-mail: steve.koppelman@russpub.com

Group Travel ProspectsDunhill International List Co.Description: This file contains people who like to travel in groups, including clubs, orga-nizations and associations that book travel for their members at least once per year. Selects: 498,060 universeContact: Your list broker or Dunhill Interna-tional List Co., One Park Place, Boca Raton, FL 33487Phone: 561/998-7800Fax: 561/998-7880E-mail: candy@dunhills.com

Japan’s Lucky Strike DM Responders Consumer Mailing ListActon International Ltd.Description: This file contains people who enjoy shopping from home. They are responsive to direct mail offers related to health supplement, diet products, sweep-stakes, travel and credit cards.

Selects: 21,014 universeContact: Your list broker or Acton International Ltd., 2100 Fletcher Ave., Lincoln, NE 68521Phone: 402/742-2820Fax: 402/470-3965 E-mail: bovett@acton.com

America’s Businesses FinancialGroup III InsuranceThe Services GroupDescription: This file contains contacts in financial services. Selects: 112,546 universeContact: Your local list broker or The Services Group, 430 Eisenhower Lane, Lombard, IL 60148Phone: 630/495-5478Fax: 630/495-5578E-mail: kwoods@theservicesgroup.com

Direct Group’s Business MasterfileDirect GroupDescription: This file contains business contacts from a variety of industries. This list is 50% female. Selects: 7,734,022 universeContact: Your list broker or Direct Group, 200 Centennial Ave, Piscataway, NJ 08854Phone: 732/980-0505Fax: 732/907-1905E-mail: rhoda.ruiz@directgroup.net

Catalog Card Credit ApplicantsInteractive Marketing SolutionsDescription: This file contains people who have applied to credit cards and want to rebuild their credit.Selects: 55,879 universeContact: Your list broker or Interactive Marketing Solutions, 233 W. Route 59, Nanuet, NY 10954Phone: 845/624-1155Fax: 845/624-4890E-mail: info@intmktgsolutions.com

Financially Distressed US ConsumersV12 GroupDescription: This file contains people who are in need of financial relief due to the recession. These distressed consumers are in debt, late on one or more bills and/or near bankrupt. Selects: 29,881,393 universeContact: Your list broker or V12 Group, 2 Bridge Ave., Red Bank, NJ 07701Phone: 732/842-1001Fax: 732/842-5999E-mail: lists@v12group.com

Advertising Agency ContactsCornerstone List ManagementDescription: This file contains advertising agency contacts in Canada. Selects: 3,951 universeContact: Your list broker or Cornerstone List Management, 20 Eglinton Avenue West, Toronto, Ontario, Canada M4R 1K8Phone: 416/932-9555Fax: 416/932-9566E-mail: smhing@cstonecanada.com

Credit Plus – Stored Value Catalog BuyersLighthouse List Description: This file contains people who have applied for a stored value credit card. These prospects enjoy purchasing from catalogs and earn an average of $40,000. Average purchase value is $19.99.

Selects: 4 million universeContact: Your list broker or Lighthouse List, 27 S.E. 24th Ave., Pompano Beach, FL 33062Phone: 954/489-3008Fax: 954/489-3092E-mail: mark@lighthouselist.com

My Career Advancement – Distance Education MasterfileGeon Media GroupDescription: This file contains people who are looking to advance their careers with My Career Advancement. Selects: 48,933 universeContact: Your list broker or Geon Media Group, 1922 East 10300, Sandy, UT 84092Phone: 801/619-7800Fax: 800/505-1703E-mail: mhaugo@geonmedia.com

NEW E-MAILHealth Professionals E-mail File PCSPCS Mailing List CompanyDescription: This file contains a wide variety of healthcare professionals at their e-mail addresses. This list is 76% female. Selects: 1,240,025 universeContact: Your list broker or PCS Mailing List Company, Peabody, MA 01960Phone: 978/532-7100Fax: 978/532-9181E-mail: info@pcslist.com

MomTalk.com E-mail MasterfileAggressive List ManagementDescription: This file contains mothers who have connected with other moms online through momtalk.com to discuss motherly topics. Selects: 15,619 universeContact: Your list broker or Aggressive List Management, 3900 Wood Duck Drive, Springfield, IL 62711Phone: 217/787-2029Fax: 217/787-2567E-mail: sales@aggressivelist.com

Time Inc. Email MasterfileMillard GroupDescription: This file contains subscribers to Time Inc. publications, including All You, Fortune, Money, Sports Illustrated, This Old House and Time, at their e-mail addresses. Selects: 1,601,761 universeContact: Your list broker or Millard Group, 10 Vose Farm Road, PO Box 890, Peterbor-ough, NH 03458Phone: 603/924-9262Fax: 603/924-9420E-mail: slinney@millard.com

NEW MANAGEMENTWisteriaBelardi/OstroyDescription: This file contains people who have bought home decorations, furniture or gardening tools from the Wisteria cata-log. Average purchase value is $200. This list is 90% female.Selects: 125,000 universeContact: Your list broker or Belardi/Ostroy, 16 W. 22nd St., New York, NY 10010Phone: 212/381-1724Fax: 212/381-1745E-mail: kathyh@belardiostroy.com

Speedgear BuyersEstee Marketing GroupDescription: This file contains racing enthusiasts who have bought clothing, die cast models, books and videos from Speed-gear. Average purchase amount is $92. This list is 63% male.Selects: 36,313 universeContact: Your list broker or Estee Marketing Group, 270 North Ave., New Rochelle, NY 10801Phone: 914/235-7080Fax: 914/235-6518E-mail: lsimoncini@esteemarketing.com

Pay Day Loan ApplicantsNet60Description: This file contains people who seek pay day loans. Selects: 863,800 universeContact: Your list broker or Net60, 1420 Queen Anne Road, Teaneck, NJ 07666 Phone: 201/833-9003Fax: 201/336-9088E-mail: chaim@net60.com

Canadian Business DatabaseWest List BrokersDescription: This file contains business contacts across Canada. Selects: 1,660,773 universeContact: Your list broker or West List Brokers, 550 Queens Quay West, Toronto, Ontario, Canada, M5V 3M8Phone: 416/622-8700Fax: 647/435-0304E-mail: kim.young@westlists.com

NEW SELECTSLiquor Stores ATMAll That MarketingDescription: This file contains liquor stores across the country. These prospects earn an average of $50,000 annually. Selects: 44,423 universe, CASS-DPV records, state, store typeContact: Your list broker or All That Mar-keting, 3100 SW 59th St., Oklahoma City, OK 73119Phone: 405/608-2340Fax: 405/682-8044E-mail: jim@allthatmarketing.com

IM Proprietary SmokersInfinite MediaDescription: This file contains smokers who are looking for ways to quit. These smokers earn an average of $47,000 annu-ally. This list is 90% male. Selects: 9,244,319 universe, genderContact: Your list broker or Infinite Media, 190 E. Post Road, White Plains, NY 10601 Phone: 914/949.1547Fax: 914/949-1605E-mail: hudes@infinite-media.com

Affordable American Dental Association — ADA Dentists & StudentsKM Lists Inc.Description: This file contains practicing dentists and dental students across the US. Selects: 222,665 universeContact: Your list broker or KM Lists Inc., 9004C Lincoln Drive West, Marlton, NJ 08053Phone: 856/988-6969Fax: 856/988-6662E-mail: pam.holden@kmlists.com

Advertising MAiling lists: direct MAil list brokerAge & list Age & list A MAnAgeAgeA Ment

Advertising consultAonsultAonsult tion: Ation: A direct MArketing coPYWriting & design

Michael Szymanski(646) 638-6176michael.szymanski@dmnews.com

Contact:5pm Wednesday,one week priorto publication

Copy deadline:Option AAA $3,900/yr.

Option B $6,240/yr.

Option C$9,360/yr.

1 Line Listing$1,265/yr.

Each Additional Line$900/yr.

Rates Color:

sourcewww.dmnews.com |March 2, 2009 |DMNEWS |17

HIGHER POWER MARKETING:Per Inquiry TV Radio Print

Leverage your Direct Response success with Per Inquiry advertising

LEADS GUARANTEED

TEL 888.251.4483 EMAIL dmnews@hpowermarketing.com

cAnAdA direct MAil

Reach up to 12 million Canadian Homes. Open&Save is Canada’s Reach up to 12 million Canadian Homes. Open&Save is Canada’s largest ‘Shared Mail’ program. Target your offer with our Canada Post letter carrier delivery. Ask us about our ‘TEST RATES.’ Contact John Petrella VP Sales, 1-888-321-1333, johnp@openandsave.com, www.openandsave.com

Self-Funding Direct Response for $7,999! Invest in your ownself-funding newspaper advertorial created by top DR specialists, incl.nat’l testtest campaign (<_ 90% disct. rates) + post-test analysis.Info@Self-FundingDR.comInfo@Self-FundingDR.com

Stephen Dunne: Strong DM copy. Big winners. Sweepstakes, lotteries,contest, SEO web copy. Ex-Reader’s Digest ... dunnedr@bigpond.com

Mine the diamonds in your backyard.How?Atwww.TheWriteAnswers.com

coPYWriting services

dAtAtA AtAt bAse MArketing dAtAtA AtAt bAse Modeling And stAstAst tisticsAtisticsA

Geoffrey Feldman. One of the World’s Most Creative Direct Mail Gurus Can Make You Rich! 40+ years in the business. Sweeps, contests, psychic, health, biz. opp. FREE strategy & ideas. Celebs. Turnkey frontend and backend promotions. (212) 673-5577. gfeld26@aol.com

Right Now…Your Competition is Gaining Competitive Advantage Through Advanced Analytics

Data Analytics Corp. provides expertise in a wide range of statistical and modeling areas to help you make better decisions and extract maximum

information from your data so you can stay competitive.

Contact us today to learn how we can help you compete analytically

Walter R. Paczkowski, Ph.D. 609-936-8999

dataanalytics@earthlink.net www.dataanalyticscorp.com

HIGHER POWER MARKETING:Per Inquiry TV Radio Print

Leverage your Direct Response success with Per Inquiry advertising

LEADS GUARANTEED

TEL 888.251.4483 EMAIL dmnews@hpowermarketing.com

dAtAtA AtAt bAse MArketing

18 | DMNEWS | March 2, 2009 | www.dmnews.com

Michael Szymanski(646) 638-6176michael.szymanski@dmnews.com

Contact:5pm Wednesday,one week priorto publication

Copy deadline:Option A $3,900/yr.

Option B $6,240/yr.

Option C $9,360/yr.

1 Line Listing $1,265/yr.

Each Additional Line $900/yr.

Rates Color:

SourceDirect mail proDuction

e-mail liSt rental

intl. Direct mail & DiStribution ServiceS

telemarketing ServiceS – inbounD/outbounD/outbounD D

legal ServiceS

liSt monitoring ServiceS

1-800-722-9001To learn more call:

www.rms.rrd.comOr visit us at

• Direct Marketing Strategy• CRM and Database Marketing• List Processing• Direct Mail Print and Production

• Creative Design• Postal Management• Project Management• Postal Logistics

Our high-performance direct marketing capabilities include:

KNOWLEDGE THAT DELIVERSDirect Mail

C.S. MWRMS Ad for DM News (P#139787)Black, 578 U [1d]

World Class World Class

Response Marketing Services

1-800-722-9001To learn more call:

www.rms.rrd.comOr visit us at

Direct MailWorld Class World Class

Response Marketing Services

1.866.842.1001 | v12group.com

Data Analytics Corp NationalFulfillmentServices

www.nfsrv.com

Inbound Outbound E-mail Web Chat Off Shore At-home Agent

1-888-788-0333 | www.tlcassociates.com

Inbound eb Chat Off

The simple solution!

1-800-445-4888 www.fx-inc.com5235 Thatcher Road, Downers Grove, IL 60515 (630) 852 7600 FAX (630) 852 6060

AUTOMOTIVE LISTS

ACTUAL

800-959-3218

Inbound Outbound E-mail Web Chat Off Shore At-home Agent

1-888-788-0333 | www.tlcassociates.com

Inbound eb Chat Off

The simple solution!

1-800-445-4888 www.fx-inc.com5235 Thatcher Road, Downers Grove, IL 60515 (630) 852 7600 FAX (630) 852 6060

AUTOMOTIVE LISTS

ACTUAL

800-959-3218

Inbound Outbound E-mail Web Chat Off Shore At-home Agent

1-888-788-0333 | www.tlcassociates.com

Inbound eb Chat Off

The simple solution!

1-800-445-4888 www.fx-inc.com5235 Thatcher Road, Downers Grove, IL 60515 (630) 852 7600 FAX (630) 852 6060

AUTOMOTIVE LISTS

ACTUAL

800-959-3218

Inbound Outbound E-mail Web Chat Off Shore At-home Agent

1-888-788-0333 | www.tlcassociates.com

Inbound eb Chat Off

The simple solution!

1-800-445-4888 www.fx-inc.com5235 Thatcher Road, Downers Grove, IL 60515 (630) 852 7600 FAX (630) 852 6060

AUTOMOTIVE LISTS

ACTUAL

800-959-3218

1.866.842.1001 | v12group.com

NATIONAL FULFILLMENT SERVICES

NATIONAL FULFILLMENT SERVICES

NationalFulfillmentServicesYour path to success, achieved through complete fulfillment solutions.

e-Commerce, Catalog, One-shot/DRTV, Continuity, Subscription and Custom Applications.

Over 40 years of outstanding experience and reliabilityCall Tom Krueger Call Tom Krueger Call Tom Krueger(800) NFS-1306National Fulfillment Services, 100 Pine Avenue, Holmes, PA 19043

www.nfsrv.com

The simple solution!The simple solution!The simple solution!

1-800-445-4888 www.fx-inc.com5235 Thatcher Road, Downers Grove, IL 60515 (630) 852 7600 FAX (630) 852 6060

ncoa (national change of ancoa (national change of ancoa DDreSS)

SweepStakeS/conteStS/gameS

Targeted, Effective Results!EMAIL LISTS | POSTAL LISTS | APPEND SERVICES

®

New E-mail, Postal and Append Accounts receive a $100 Gift Card!receive a $100 Gift Card!

1.888.805.DATA (3282) | info@eTargetMedia.com | www.eTargetMedia.com1.888.805.DATA (3282) | info@eTargetMedia.com | www.eTargetMedia.com

fulfillment ServiceS

US MONITOR, Your Source for Mail Monitoring and List Protection, Get Real-Time Delivery Dates for all Your Direct Mail, www.usmonitor.com, 800-767-7967.

Peachtree Data, Inc - Great rates, fast turnaround. Phone append, DSF, more-800-477-3224

raDio

mailing ServiceSData entrY

Customized Customer Care Solutions Inbound Calling ServicesOutbound Calling Services Interactive Voice ResponseAdvertising Response24/7 Call Center Web Enabled StationsLive Agents

Bridge the gap between you and your customers.

Taking orders since 1987

800-598-2580 904-224-2000www.webcallusa.com

America’s Call Center

DM, Digital & Print Media Valuations - B2B Direct, Listing Companies, Catalogs, Directories, Magazines, Newspapers,

Fulfillment, KAMEN & CO GROUP SERVICES - WWW.KAMENGROUP.COM

E-Mail: INFO@KAMENGROUP.COM 516-379-2797

meDia liStS – appraiSalS

A.D.S. – QUALITYQUALITY SVC_LOW PRICING! QUALITY SVC_LOW PRICING! QUALITY WWW.AFFORDABLEDATASVC.COM1-800-942-0211

The Smart Choice

As a pioneer in the telemarketing industry, we are a Top 50 outbound telemarketing company. We utilize our Existing Business Relationship (EBR)

marketing expertise to help maximize revenue and decrease churn. Through our EBR campaigns, we make over 50 million contacts annually with existing

customers of our clients. In addition, our database contains complete contact information for over 11 million college students. If you need to reach people,

Teleservices Direct is the Smart Choice!

1-(888) 646-6626 www.teleservicesdirect.com

@@@@@

TOOLBOX

Getting around mobile’s invasiveappearance, targeting tips forhigher conversions and more

mobileI’m mindful that mobile messaging still appears invasive. How do I expand into this channel while managing that fact?”“Opt-in is the key,” says eric Holmen, president of SmartReply. “The FTC has regulations in place to ensure consumers’ privacy, even with mobile initiatives, but those regulations begin and end with opt-in. Consumers should be required to opt in to mobile pro-grams with a simple process, like a “yes” text, so undue burden isn’t placed either on the company or the cus-tomer, he explains. “By inviting your existing customers to opt into a mobile campaign,” Holmen adds, “you not only adhere to FTC standards, but also optimize your redemption rates, maximize ROI and create heightened brand perception among core clientele.”

digitalHow can my Web site highlight current appeals? “Telling customers about your successes and priorities is important if you want to bring them to your Web site,” replies Sarah Hoddinott, fundraising product man-ager at advanced Solutions international. “Appeals do just that and also offer great content for keeping your Web site fresh and topical. Your site’s home page should put the spotlight on your current appeals,” she adds.

Hoddinott suggests having your marketing agency design compelling Web creative, while it builds similar content for mail appeals. You also should consider having one of the people you highlight in your appeals host a blog or forum as part of the campaign. It’s also easy to take make the most of your online presence if you have a strong and flexible content management and CRM system in place, she adds.

Social mediaWith so many social media marketing “shoulds,”how do I take advantage of these options, stay currentand still find time to do my job?“It’s easy to suffer from a minor case of ‘social media overwhelm.’ It happens to the best of us,” says lorrie thomas, a writer for the site Web marketing therapy. “Social media can be a super powerful tool, and it can also be a time suck if it’s not managed well. My first bit of advice is to start small, and put your efforts where it counts. Maintaining your company’s blog, Facebook, Twitter, Linkedin and other outreach can take a lot of time. Test one at a time, track results and build accord-ingly. And use time saving tools, like Hellotxt.com, to streamline social media updates — tools like this take one micro message and hit all your social outlets.”

taRgetingIf I match the right customer with the right offer, why don’t I have higher conversion rates?“Ah, the burning question of every direct marketer – especially when paired with how it can be done without increasing cost per action,” laments michael Ferzacca, CEO of ignite media Solutions. “Beyond the right cus-tomer and offer, it’s about how to connect with them.”

Marketers must capture audiences’ responses through any channel, he says. “You can’t tell a customer where to buy; you can only suggest media through which to engage. Increase your conversion rate by implementing an integrated, multichannel approach to avoid leaving consumers and profit on the table for competitors,” he explains. “Direct your consumers’ response through a multichannel program to convert shoppers to buyers. The key is to cover multiple channels. You will extend the reach and effectiveness of media buys and capture sales that might otherwise be lost.” l

www.dmnews.com | March 2, 2009 | dmneWS | 19

TeLemarkeTing services – inbOund/Ound/Ound/ uTbOund

World-Class CustomerContact Centers

� InboundTeleservices

� OutboundTeleservices

� Interactive Voice Response

� eCommerce and Internet

� Data Processing

� FulfillmentServices

Call Centers | eCommerce | Fulfillment

800.537.8000 globalresponse.com

since 1974

Michael Szymanski(646) 638-6176michael.szymanski@dmnews.com

Contact:source

Interested in sharing your tips and tricks? E-mail lauren.bell@dmnews.com to contribute to Toolbox

Contact Center Specialists

Inbound Outbound E-mail Web Chat O� Shore At-home Agent

1-888-788-0333 | www.tlcassociates.com

Inbound Outbound E-mail Web Chat O� Shore At-home Agent Web Chat O� Shore At-home Agent

includes many online exclusive features. Here is a rundown of what is coming up only on DMNews.com.

@

A CRM expert offers three tips to solve a customer relationship managment problem.

It’s more important than everto make sure customers can find you online when they search,as well as be sure they see the results you want. Five experts offer ways to spiff up your search engine optimization.

Industry experts share theirtop “dos and don’ts” when it comes to taking advantage of the insert channel.

Find out about the state of the current retail industry — andcutting-edge strategies — in a Q&A with Fred Balboni, global retail industry leader at IBM Global Business Solutions.@@@@@@@▲@

20 | DMNEWS | March 2, 2009 | www.dmnews.com

Jobs/ OPPORTUNITIES

Rates: First column inch: $330;$315 each additional inch. One inch minimum: 30 words to the inch including bold heading. Color changes: $150 4-color.

Michael SzymanskiTel:1-646-638-6176 Michael.szmanski@haymarket.com

Contact:

DIRECTMARKETERSONCALL

TM

The premier freelance resource for DM/online marketersIf you are immediately available and live in NY, NJ, or S. CT,email your resume toinfo@dmoc-inc.com.

Direct Marketers On Call, Inc.156 Fifth Avenue, Suite 519 New York, NY 10010 212.691.1942

For more information, visit www.dmoc-inc.com

DM News Ad_approved 10/25/08 8:29 PM Page 1

DMNews’ 2009 Essential Guide to Lists,

Database Marketing and Data Services debuts January 26

VP of Sales & Marketing Needed

Amsterdam Printing and Litho, a promotional products company located in Amsterdam, NY, is seeking a new VP of Sales and Marketing to be a driver of innovation and change that will create

differentiation in the marketplace. They will also be responsible for developing and integrating the overall sales and marketing strategy and monitor and

analyze the sales and marketing activity against the company goals.

Interested candidates can send their resume to dmschneider@taylorcorp.com

Are you ready to earn extra income while you keep your old job?

Then be ready to work with Genesis Evaluation Ltd. for the post of Mystery Shopper. Must be a com-puter literate and should be able to spare btw 1-2 hours daily......It’s an amazing opportunity to earn good extra income while you keep your Old Job! For more details email (waycollins@gmail.com )

Director Direct Marketing Reporting to the founder, this position is respon for utilizing a hands on approach to driving store traffic and direct sales through direct mail, catalog and ecommerce for this multi-channel retailer. Position can be based in Boston, Atlanta or Miami. $100K plus bonus

Dir Offshore Business Development – Call Center/BPO Opportunity to work remotely, or onsite, for this No. Jersey based operator of Call Center and BPO Services Centers worldwide. Client options include the Philippines, Central America and India. Comp pkg includes a generousannuity based commission plan, fully pd medical and 401K.

• • •

Contact Ken Malek (kenmalek@aol.com)215-579-2070 or fax 215-860-3498

• • •

Managing Director Business Development - Collections Work remotely for this Philippine based operation. Experience should include a thorough knowledge of collections and a track record of client acquisition. Comp pkg includes a generous annuity based commission plan, fully pd medical and 401K.

Database Developer/Mktg Analysis Our client is seeking a strong Database Developer/ Database Analyst with strong programming, organizational, and communication skills. Candidate must enjoy working in a fast-paced, rapid growth environment. 2 years+ exp developing in MySQL is ideal but mandatory. DB/Mktg Analysis exp in a direct mktg business a major plus …Metro NY - $75-90K

Contact Joe Dascola (jdascola@tampabay.rr.com)813-879-9676 or fax 209-396-4368

• • •

VISIT OUR NEW WEBSITE AT:WWW.KENMALEK.COM

KEN MALEK ASSOCIATES, INCBOX 383 YARDLEY, PA. 19067

GetWorking is a Job CoachingService for Marketing andAdvertising Executives in theNew York Metro. Personalized,one-on-one coaching withGetWorking Advisors who know the hiring trends and hot buttons for today’s job seekers.

(GetWorking is affiliated with DirectMarketers On Call, Inc.)

Visit www.getworking.com to learn more, or call 212.741.5101 to set up your first session.

GetWorking LLC156 Fifth Avenue, NY, NY 10010 212.741.5101 /info@getworking.com

GetWorking LLC

GW ad_DM News_approved 2/2/09 8:33 PM Page 1

Direct Mail JobsBecause Talent Matters

Your Flexible Business Partner forDirect Mail/Marketing Professionals

Toll-free: (866) 306-0034info@directmailjobs.com

www.directmailjobs.com

(212) 545-8511rita@analyticrecruiting.com

THE DIRECT MARKETING RECRUITERSSmith Hanley Associates, LLC

Since 1980

Eda ZulloVice President

(203) 319-4300

ezullo@smithhanley.comwww.smithhanley.com

balance. Wells Fargo does not use secure SMS, so the bank is careful not to include any private information in the text.

“It should be like an ATM receipt, which can be thrown away,” Erickson explained.

To promote its mobile services, Wells Fargo uses a multichannel approach, includ-ing promotions on ATM receipts and bank statements and through direct mail. The bank also includes messaging for the mobile WAP service at the end of an SMS bank balance update to make sure that customers are aware of their options.

“We cross-pollinate across the channels, because we want to be where it is convenient for our customers,” Erickson said. “We see our mobile offering as part of the bank’s value proposition to the customer to be there when they want to bank. It ties into our overall brand messaging, which is centered around reaching us the way you want to.”

Last year, the infrastructure for mobile banking was built, so issues around security and fraud are all being considered. There are a handful of products on the market that allow for secure transactions, even through text, making it possible for mobile banking to take off.

CellTrust, for example, offers a service that lets banks and consumers send encrypted text messages, which allows them to make banking transactions via SMS.

“Some banks have already employed an alerting mechanism through standard SMS, with the capability of doing some mobile banking if you happen to have data on your phone,” said Sean Moshir, CEO of CellTrust. “There have been concerns about privacy and customers wondering if a transaction is proper. The latest effort to combat this has been to secure the SMS that encrypts the message.”

Mobile banking also is expected to grow considerably in emerging countries. Juni-per Research projects that more than 150 million mobile subscribers worldwide will access banking services on their mobile device in 2011, with the majority of mobile banking users coming from the Far East and China, followed by Western Europe and North America.

To help build the infrastructure, last week the Bill & Melinda Gates Founda-tion donated $12.5 million to mobile banks in emerging economies. The foundation partnered with the GSMA, a worldwide consortium of mobile industries, to form the Mobile Money for the Unbanked (MMU). The MMU will work with mobile opera-tors, banks, microfinance institutions, gov-ernments and development organizations to help those in developing countries carry out mobile banking.

“I think one of the reasons the Gates Foun-dation was particularly interested in this area is that many of these people have not expe-rienced traditional banks and will have their primary banking experience on the mobile phone,” said Wehrs. “So you are leap-frogging the traditional infrastructure that we have in place, which may help it grow faster.” l

22 | DMNEWS | March 2, 2009 | www.dmnews.com

DIRECTCHOICE

Mobile banking is expected to growfurther in emerging countries as well

B-to-b catalogersnavigate rougheconomic waters

Contact File

: When evaluating a package that follows time-tested direct response tech-niques, like this one from Travelers insur-ance that offers auto insurance savings, we’re unlikely to reveal changes that will have a major impact on response.

What we do uncover are areas that can make a strong package an unbeatable pack-age and improve the cost per response and marketing ROI.

Looking at the strengths of this kit, the use of red type throughout the package

helps to add a sense of urgency to the kit while drawing the reader’s eye to somekey points. Using a personalized card also is an effective direct marketing tech-nique that helps to build curiosity about the package by adding a tactile feeling tothe envelope.

Once the reader is inside, the body copy seems to be the perfect length for a simple lead generator, emphasizing a quick, no-obligation response. The top portion of the letter facilitates a swift response by calling out the potential sav-ings and the availability of a rate quote. The use of testimonials is also a proven response booster that is included here.

There are some places where this mailer could have done a little better, however. Those opportunities for improving this package start with the envelope. This type of kit begs for enve-lope testing that could start with a blind test to measure the impact of the logo.

The eyebrow of personalization about the address also could work harder by

Travelers’ mailer uses time-tested DMtechniques, but with mixed results

using a bolder or larger font to call out the recipient’s address. While the“Average Savings Per Year” box creates a nice visual anchor point at the top of the letter, the supporting savings messages in red tend to be overwhelming and dilute the overall saving message.

The letter copy also would benefit from a more prominent use of two of the most effective words in direct response, “FREE” and “YOU.”

Further, in a time of so much uncer-tainty, a compelling fact for those waryof switching insurance companies is eas-ily missed in the body copy, “…of poli-cyholders who had recent claims with us, nine out of 10 would gladly recommend Travelers to a friend!” The low profile of this fact represents a missed opportunity to highlight a powerful answer to the question, “Will I regret this switch when I have to make a claim?”

Send your Direct Choice tobryan.yurcan@dmnews.com

Matt RosenblattEVP,Harte-Hanks

: Send news releases tonews@dmnews.com

: Send feature pitches to features@dmnews.com

:Web site www.dmnews.com

: Jobs site www.dmnews.com/jobs.php

: Subscriptions (800) 558-1703

:Advertise (646) 638-6017

:Reprints (646) 638-6152

DMNews (ISSN 0194-3588), incorporatingiMarketing News, 114 West 26th St., New York, NY 10001 Telephone (646) 638-6000

DMNews is published weekly on Monday (48 times a year), except for the following: July 6, November 30, December 21, and December 28. Publisher: Haymarket Media Inc., 114 West 26th St., New York, NY 10001. Periodicals postage paid at New York and additional points of entry. Reproduction of any part of DMNews or its trademarked or copyrighted supple-ments without express permission of the publisher is prohibited. Postmaster: Send address changes to DMNews, Subscription Department, PO Box 316, Congers, NY 10920-0316

DMNEWS VOLUME 31 NO. 9

instruments and laboratory equipment. The company recently reported that revenues increased 1% for a total of $2.65 billion in the fourth quarter of 2008, compared with $2.62 billion in the 2007 quarter.

“Over the past 15 years, whenever there’s been an economic downturn or a recession, b-to-b mailers have consistently held up bet-ter,” said George Hague, senior marketing strategist at J. Schmid & Associates. “They often will get hit eventually, but not to the same level as consumer catalogs. On the other hand, they don’t enjoy the same robust growth that consumer catalogs can.”

The good news isn’t across the board for b-to-b catalogers, however. “It’s somewhat of a mixed bag, with some down and some posting solid results,” said Hague.

Dell, for example, last week said revenue for the fourth quarter ended January 30 was

$13.4 billion, a decline of 16%. In a state-ment, the company said that US demand was down significantly among all customers, particularly small and medium businesses and largest corporate customers

“I think b-to-b is somewhat more fortu-nate than consumer, because the stuff that we’re selling is stuff that businesses need,” said Mary Ann Kleinfelter, VP, marketing at L-com, a cataloger of cable assemblies and connectivity devices.

After purchasing a wireless direct market-ing company last year, L-com will mail its largest master catalog ever next month, with 240 pages. “The more choice we can offer, the more likely customers are going to come to us,” said Kleinfelter.

Still, in deference to the times, L-com is paying particularly close attention to its mailing strategy. It has found that customers take their time when it comes to making purchases and only buying when they need something, instead of stockpiling items. As a result, L-com is being extra careful about who it is mailing to, making sure the addresses are clean.

Because the business world is so volatile right now, people are leaving their jobs in significant numbers. This makes it impor-tant for b-to-b mailers to make sure they have the right person at the right address to insure “that what you are mailing is getting there,” said Kleinfelter.

The company also uses e-mail actively to complement its print efforts. Typically, it uses e-mail more to add value than for sales, by providing tips and tutorials.

“We find this strategy improves customer loyalty,” Kleinfelter noted.

Hague reported that several b-to-b cata-logers are even looking at expanding their circulation rates going into the second quarter of 2009.

“As we entered the new year, many b-to-b catalogers projected lower sales based on the lower quantities that they were mailing,” said Hague. “Now that they see response rates holding, they are realizing they can mail more robustly than they were projecting.” l

‘E-commerce’ continued from cover

‘B-to-b’ continued from cover

We see our mobile offering as part of the bank’s value proposition to the customer.

Arah Erickson, head ofretail mobile, Wells Fargo

L-com backs up its catalog with e-mail value-adds

19THURSDAY

MARCH 19, 2009

Expand your creativity

Integrated CampaignFinalist

31st John Caples International Awards When: Thursday, March 19, 2009

Where: Capitale in New York, NY

Who should attend: Creative directors, brand managers, marketing executives, DM agency executives, advertising agency executives, corporate communicators, anyone interested in interacting and learning about the DM creative community

Visit caples.org to register today. For more information, contact Pilar Mustafa at (646) 638-6059 or pilar.mustafa@haymarketmedia.com.

One night to witness the industry’s best creative

CaplesJam.indd 1CaplesJam.indd 1 2/26/09 2:56:55 PM2/26/09 2:56:55 PM

SAVE THE DATE FOR THE GLOBAL EVENT FOR MARKETERS!

REGISTER EARLY AND SAVE UP TO

$300

Please Mention Key Code: DMNEWS1

October 17–22, 2009San Diego Convention Center San Diego, California

Join host Jay Leno as we celebrate direct marketing’s best at the International ECHO Awards Gala on Tuesday, October 20, 2009. (Separate registration is required.)

www.dma09.org

DMA09.indd 1DMA09.indd 1 2/25/09 2:46:45 PM2/25/09 2:46:45 PM