Word: makeing
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Dates: during 1990-1990
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...mail. Hence great care is devoted to the design of the envelope, the crucial outer garment that direct-mail watchdog Denison Hatch likens to "hot pants on a hooker." It may be deliberately oversize or emblazoned with URGENT warnings in bold red letters. It can be laser printed to make a boxholder's name appear handwritten, or stamped with an eye-fetching cancellation mark. "My job," explains Ted Kikoler, a Toronto graphic designer who works primarily for U.S. firms, "is to make people read the words, by hook or by crook...
...names, are bartered not only by most mail-order houses and many nonprofit organizations but also by a few public utilities and telephone companies. List owners typically pay a 20% commission to a list broker and 10% to a list manager. Even with those overheads, some concerns make more money from the rental of their lists than from the sale of their products...
...lists. "We're not doing that. We're identifying markets." As a result of their care, goes the argument, less unwanted mail is inflicted on consumers. Says Katie Muldoon, president of a New York City direct-marketing agency: "If the mailbox is going to be crowded, we want to make sure it's stuff people want...
Such safeguards help make the direct-mail flood more selective, but it is likely to continue to spread. In fact, the glut may grow exponentially as relatively cheap technologies increase the numbers of marketers who can tap into the stock of consumer information. Last month Lotus Development Corp. of Cambridge, Mass., introduced a Macintosh-compatible software data base culled from more than 7 million U.S. companies. The $695 package will enable small concerns to enter the business-to-business direct-market mainstream. Another Lotus data base, due early next year, will allow small businesses to tap into the consumer market...
Despite the scorn the pitches often elicit, there are indications that consumers don't mind the junk deluge as much as they sometimes say. A national survey released last June by Equifax found that direct-market mailings stimulated 54% of all Americans to make at least one purchase. One of every six Americans has made six or more purchases through the mail. By contrast, only 15% have bought at least one item through TV home-shopping clubs, and only 14% have responded to telephone solicitations...