New, more sophisticated efforts show a growing respect for the gay and lesbian audience – and its buying power

By Anne Stuart

With sales down and its product line not generating the excitement it once did, car maker Saturn decided that it needed to overhaul not only its …

How DeVry University used direct mail to anchor an aggressive multimedia enrollment campaign.

By: Bruce Britt

DeVry Interview

In the midst of celebrating the 75th anniversary of DeVry University during the 2006-2007 school year, officials at the university took stock of its recent history and, while they found …

Efforts to educate Massachusetts residents about health-care reform took marketers to some interesting places – including out to the old ball game

By: Elaine Appleton Grant

Peanuts, hot dogs, beer…and health insurance?

That was the pitch, so to speak, at Fenway Park in the spring of 2007….

By: Paul Gillin

If you’re like most direct marketers, you think your job is to find prospects and turn them into sales leads. But if you’re aiming your messages exclusively at buyers, you’re missing an opportunity to impact your company’s sales in broader ways as well as the chance to …

The Asian-American Market

By: Vicki Powers

Despite the tremendous upside to ethnic marketing, marketers have been rather slow to embrace it, perhaps viewing it as fraught with perils and pitfalls. But that’s starting to change. Even as they are making careful inroads into the Hispanic market, marketers are also turning …

Direct marketing helps retailers win over new consumers without losing focus on the old ones

By: Lara Jensen

With competition for the consumer’s attention coming from all sides these days, retailers in search of new customers are facing more obstacles than ever before.

As traditional advertising vehicles like TV and print …