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: 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 [email protected]

: 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-ing more effective in a hurry. l

> CONTENDER Aaron stroutCMO, PoweredFifteen years of marketing experience

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

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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 to negotiable rates and desirable time slots, prod-ucts such as the Wave, GT Xpress and Nordic Track see rising DRTV success

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 can you 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 the last 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 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 success was 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/fAMIly


“ 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-ing donors for their generosity during these dif-ficult 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-tion, 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, and fetch 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 and unobtrusively 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 the SpeedDate 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 a recipe 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 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


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 out award-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 in order to determine future campaigns. The traditionally direct mail-oriented company chose similar coupon offers to test.

Holland Boone had been sending five direct mailings each 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 WorkPRIVATE VIEW

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 other Internet 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

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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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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 [email protected]. 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.



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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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: [email protected]

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