The Association of Fundraising Professionals/DC and Direct Marketing
Association of are excited to announce the 2nd annual Bridge
Conference. The three-day Bridge Conference will feature over 75
exciting sessions covering cutting-edge direct marketing and fundraising
strategies.
If you are a fundraiser, direct marketer or association professional,
this is one conference you can't afford to miss! Go to www.bridgeconf.org for more
information.
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Professionals
answer
your
questions. |
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This issue of DIRECT Newsline is sponsored by
Specialists Marketing Services, Inc.
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VICTORIA'S
SECRET HAS OVER 1 MILLION LAST 1 MONTH BUYERS!!!
Victoria's Secret has the active mail order buyers you're looking for.
These highly responsive, mostly female prospects are ages 25-45, and
respond to all type of offers including other catalog offers, gourmet
foods, fundraising appeals, home and family services, and a wealth of
others.
For more information, please contact Kathy Hermann at 201.865.5800 x2229
or kathyher@specialistsms.com
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Top Stories
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Yahoo! Replaces CEO Semel with
Co-founder Yang
By Brian Quinton
Less than a week after a Yahoo! shareholder meeting blamed CEO Terry
Semel for failing to keep the perennial second-ranked Web portal/ search
engine abreast of Google, Semel has stepped aside and will let Yahoo!
cofounder Jerry Yang take over the company's leadership.
After six years spent running Yahoo!, Semel announced late Monday that
he will move to a newly created post, "non-executive chairman", while
Yang will relinquish his old one ("chief Yahoo!") to become CEO of the
company. Susan Decker, former head of Yahoo!'s publisher and advertising
group, will become president.
The changeover had been rumored periodically during the last year of
Semel's tenure, but those rumors grew last week when he and other
company officers won re-election with only 66% of the vote. That
compared to a 99% vote at last year's meeting, when Yahoo! seemed poised
to grow search market share with the coming rollout of its Panama search
platform.
Participating in a conference call after the announcement with both Yang
and Decker, Semel said he had been discussing giving up his leadership
role at Yahoo! "for quite some time."
"I've long been talking to the board about the importance of insuring a
smooth succession in Yahoo! senior leadership, and more recently about
the need for a leadership team committed to carrying Yahoo! through its
multi-year transformation," he said.
"The past year has been a difficult one for Yahoo!, and I know that none
of us has been satisfied with the company's recent financial
performance," Semel said. And while the company had laid the foundation
for future success with several of its initiatives -- most notably the
Panama launch, which has made Yahoo! more controllable and more
attractive to advertisers -- the time for a management switch was
"sooner rather than later", Semel says he told the company's board.
"This is the right thing to do for Yahoo!, and the right time to do it,"
he said.
In the same conference, Yang paid tribute to the financial milestones
accomplished during Semel's tenure since 2001: bringing the company's
revenue from $717 million in 2001 to $6.4 billion last year, boosting
its user audience from 170 million to 500 million and creating more than
$30 billion in shareholder value. But he also said the company needs to
"execute with speed, clarity and discipline" in order to "focus better
on what's important to our users, customers and employees" and attract
and retain technical talent.
Decker said the Semel-driven reorganization of Yahoo! into three
divisions centered on users, advertisers and publishers, will be revised
to integrate the audience and advertiser groups under her direction.
She said that while the Panama launch is on track to produce
double-digit increases in revenue per search by the end of the year,
slowing growth in display advertising and lower than expected revenue
from affiliate search will keep Yahoo!'s second-quarter earnings in the
low-to-midpoint range of previous guidance.
Semel's position at Yahoo!, to which he moved from a post as chairman
and co-CEO at Warner Brothers, was thrown into question late last year
with the leak of an internal memo known as the "peanut butter
manifesto", suggesting that Yahoo! was spreading itself too thin and
failing to compete effectively with Google on any front.
Google earned more revenue last quarter than Yahoo! posted all year and
has increased its stock price six fold since going public in August
2004. Yahoo!'s stock price, although triple what it was when Semel took
over in May 2001, has dropped to a level a bit lower than before
Google's initial public offering.
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Live From DMDNY: John
Greco's Process Thinking
By Richard H. Levey
Whatever you do, don't call direct marketing an industry around DMA
president John Greco.
"It's a process, in which we interactively engage with buyers, collect
information and improve experience," he said during a welcoming speech
at the Direct Marketing Days New York conference.
Call direct marketing what you will, it's getting bigger, influencing or
directly accounting for $1.94 trillion in sales annually. And within
that, online marketing is playing an increasingly larger role: At $338.9
billion and growing, online marketing is poised to overtake
telemarketing (which currently accounts for $393.1 billion) as the
second-largest slice of the DM pie, lagging only direct mail at $517.1
billion.
Greco's thinking is currently focused on how marketers can take
advantage of Web 2.0. Loosely defined, Web 2.0 includes
consumer-created-and-controlled media such as blogs, product reviews,
social networks such as MySpace and online alternative societies such as
Second Life.
"The next generation of interactive communication, social media (Web
2.0) holds tremendous promise for marketing directly," Greco said.
"User-generated content offers exploding capacity for viral
communication, and a range of interface possibilities."
In reference to the brick-and-mortar world, Greco called for unity
within the direct marketing community, especially in light of postal
rate increases and potential do-not-mail registries: Currently, 15
states are considering the latter, Greco said.
He also asked that marketers using e-mail implement e-mail
authentication practices and make opt-out mechanisms easy and
effective.
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This issue of DIRECT Newsline is sponsored by KnowledgeBase
Marketing
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Live From DMDNY: An Uncomfortable
Conversation
By Richard H. Levey
Direct marketers are facing a dialog that may cause them to squirm
in their seats. With the rise of social networks, they are increasingly
having to listen to, and cede control of their messaging to,
consumers.
For many DMers, a frank talk about the birds and the bees would be
easier, and less disquieting.
It's easy to understand why a direct marketer would be afraid of social
networks. The idea of an arena in which consumers generate content, and
marketers at best react, is anathema to traditional practices.
But these networks, which include online communities such as YouTube,
MySpace, corporate blogs and unaffiliated blogs and Web sites may
provide the first real test of whether the lip service marketers have
been paying to the idea that "the customer is king" is just that -- lip
service.
Many of these fears have real roots: A single, well-crafted slam on a
product or service, justified or not, can take on a life of its own. And
reacting poorly to such attacks will only add fuel to the fire.
But there is upside. As speakers on a DMDNY panel noted, the Web is
increasingly becoming an important source of product and service
information. In fact, Generation Y now spends more time online than it
does watching television. As Leslie Reiser, director of worldwide
interactive marketing for IBM noted, "The sweet spot for social media is
30 and [younger]."
But when these young consumers are online, and interacting with a
marketer's brand, they're not being passive. "The social customers want
a say, want to know when something is wrong, want to help shape things,
don't want to talk to salesperson, want to buy on their schedule and
want to tell you when you are screwing up," said Aaron Kahlow, managing
director of BusinessOnLine.
These tendencies make marketers -- even those that want to use social
networks as a marketing tool -- wary of entering the arena. To those
feeling they don't have the right tools in place, Rebecca Lieb, editor
in chief of The Click Z Network, has a very simple suggestion: "People
are talking about you. If you are not listening, it's good place to
start."
Greg Verdino, chief strategy officer of Crayon LLC, agreed, saying that
marketers have all of the core skills they need to do social media
correctly. "But we also have giant bag of bad habits," he cautioned. "We
used to be able to proclaim from on high. People don't want to be told
what to do anymore. We can't just barge our way into a conversation. It
has to be a two-way dialog."
The discomfort, for marketers, doesn't end there. Social networks don't
lend themselves to traditional response-rate-and-sales metrics.
Marketers looking to take advantage of these online communities will
need to look at a new set of key performance indicators, many of which
are either speculative or not yet available.
Some first steps might include basic blog or online video measurements,
said Jennifer Juckett, VP of marketing and business development at vMix
Media Inc. In addition to hits or clickthroughs, these could also
include the number of points of interaction and engagement levels, she
added.
Verdino mentioned an early initiative done by Cingular on YouTube.
"There were no ads, and no branded content," he said. "It was a
celebration of the community that creates and distributes music videos
through YouTube. We know how many people watched the video, and how many
clicked through to Cinngular.com -- seven million [clicks] from 35
million viewers."
The campaign sold a hefty number of ringtones -- somewhere in the
mid-six-figures -- to "an audience that pirates ring tones," Verdino
said.
The panel also discussed how to resolve any missteps that might occur
within the more consumer-powered Web. "Admit to them, apologize and
sound real," Kahlow said, adding that apologies should not sound like
they were written by a corporate public relations department.
Which is not to say that marketers shouldn't take an active role in
online forums. Yes, bloggers from a firm should disclose that they
represent the company. And their postings should be informative, or
anecdotal, and not focus on product or service pitches, Juckett
said.
That said, it's okay to have a distinct point of view, Reiser said. "If
you are the resident expert, you are entitled to an opinion."
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Live From DMDNY: DMA
Consumer Study Highlights Timing And Trust
By Richard H. Levey
Peter A. Johnson has a challenge for the entire direct marketing
industry, or at least those that haven't read about the DMA's new
consumer study. Name the factor most often cited by consumers regarding
why they don't respond to direct marketing solicitations. Take two
guesses. Take three.
Likely responses include the offer not being relevant, expense,
preference for a different brand, quality concerns and consumers wanting
to touch or see what's being ordered before purchasing it. These are all
good guesses. They're also all wrong.
More consumers cited a lack of timeliness than any other single factor
for not responding -- 25% of them, just above the 24% that mentioned
irrelevant offers.
"Consumers may be telling marketers this is next frontier of relevance,"
Johnson, who serves as vice president and senior economist within the
DMA's strategic information unit, said.
The good news is that, given timely and relevant offers, consumers are
DM-responsive: Nearly 80% made a purchase within the past 12 months in
response to a direct marketing solicitation. Within this large
contingent, however, are three distinct sub-groups: those who have made
purchases within the last seven days (Johnson called them "DM
intensives"); those who made purchases within the last month (the
"semi-engaged"); and those who recalled making a purchase within the
last year (the "peripherally engaged").
The implication is that through timing offers to the peripherally and
semi-engaged consumers, they can be spurred to making more frequent
purchases.
The survey also found that privacy concerns were not as strong a
dissuading factor as trust issues. Trust encompasses everything from a
guarantee of merchandise quality to order and information security, and
its existence -- or absence -- is a much stronger predictor of purchase
likelihood.
The research's other findings include:
* Catalogs at non-catalog direct mail remain the strongest DM channels,
generating orders among 47.6% and 27.8% of respondents,
respectively
* Nearly 72% of respondents made a purchase through an offline channel
compared with just under 42% who completed a transaction via an online
medium;
* During a 48-hour "DM diary" period in which respondents recorded every
interaction with a direct marketing solicitation they encountered, 68%
of respondents did not make a purchase, 19% spent under $100; 8.4% spent
between $100 and $300; and 4.6% spent more than $300.
* During the diary period, e-mail ($254.84) and advertising telephone
calls ($244.95) generated the highest average purchase amounts, followed
by Internet search ($151.46); direct response newspaper ads ($83.65);
direct mail including catalogs ($74.35); direct response radio ($59.86);
direct response TV ($53.94); and direct response magazine ads
($39.64);
* During the diary period, almost 10% of the sample reported receiving
no solicitations, while one-quarter received five or more per day, on
average.
The new study is based on 1,027 surveys completed by U.S. consumers
between October 2006 and January 2007, coupled with transaction diaries
detailing all solicitations received and actions taken during an
assigned 48-hour period. During the aggregated 48-hour periods, the
sample group took 7,000 actions, resulting in 703 total purchases. The
full survey data consists of seven separate reports which parse the date
by online and offline media and product and service verticals. The
reports are is available through the DMA.
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New Jersey Senate Passes
Anti-Spam Bill
By Ken Magill
The New Jersey Senate on Monday approved a bill its sponsors claim
expands the federal Can-Spam Act.
Dubbed the New Jersey Can Spam Act, or S-1129, the bill would establish
criminal and civil penalties for activities typically involved in
spamming.
The bill would prohibit using a computer located in New Jersey to relay
or transmit multiple commercial spam messages to mislead recipients or
service providers about their origin. It would also ban registering for
multiple e-mail addresses or domain names with false information to
transmit spam and accessing another computer without authorization and
using it to transmit multiple spam e-mails.
All violations of the bill would be at least a fourth degree fine with a
maximum penalty of a year in prison and a $1000 fine per violation.
Spammers committing larger numbers of violations would be charged with a
third degree crime, punishable by up to five years in prison and a fine
of up to $10,000.
If violations involve a felony or are a repeat offense, the charge would
be a crime of the second degree with a penalty to up to 10 years in
prison and up to $25,000 in fines.
The bill would also authorize New Jersey's Attorney General and Internet
service providers to take civil action against spammers within two years
of the violation. In actions brought by the Attorney General, the bill
would authorize the court to award damages and a civil penalty of up to
$25,000 per day, or between $2 to $8 per commercial electronic mail
message sent in violation of the bill.
The bill was approved 37-0 and now goes to the Assembly.
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DMEF Recognizes Young Talent,
Launches Donor Program
By Richard H. Levey
The Direct Marketing Education Foundation awarded its "Rising Star"
honor to four DMers, gave Time Consumer Marketing Inc. its Corporate
Commitment award, and debuted a donor program at its annual awards
dinner Tuesday night.
Time Consumer Marketing was recognized for its efforts in developing
young talent, which include the TCM Internship Program, which nurtures
talent at the undergraduate and business school levels; the TCM Training
Programs, which provides entry- and junior-level staff with professional
development opportunities; a mentoring program that provides new staff
with peer mentors, and a unit-wide knowledge sharing initiative.
Employees from the division, which serves as the consumer-marketing arm
of Time Inc., have served on the DMA board, as well as a number of the
DMA's special interest councils. They have also been involved with the
DMA's internship programs and other activities.
The rising star awards were conferred onto four individuals under age 40
who, despite their relative youth, have made significant contributions,
or shown exceptional leadership, within the direct marketing field. This
year's honorees were:
Daniel Parzych, VP of data solutions and services at Alliant Cooperative
Data Solutions. Parzych's focus on analytics extends beyond his ability
to transform statistical findings into business benefits: He is a member
of the DMA's Analytics Council and frequently speaks at a variety of DMA
events;
William Misloski, director of e-marketing for travel services firm
Orbiz. Misloski has been recognized on several occasions for his online
marketing and integration efforts. He regularly mentors young marketers
and participates in industry events;
Kimberly Miller, who currently serves as marketing director for three
titles and four sales channels at Time Consumer Marketing. In addition
to her acquisition, online audience development and consumer research
duties, she chairs an internal knowledge-sharing and training group at
TCM and often contributes to industry conferences; and
Austin Bliss, co-founder and president of Fresh Address Inc., is also
the inventor of a patented e-mail change of address system. He often
speaks at industry events, sits on the DMA Committee on Social
Responsibility, and is a roundtable chair for the E-mail Experience
Council. Bliss was a double winner at the awards ceremony: In addition
to his Rising Star award, he took home a
yet-to-officially-be-released-to-market iPhone in a raffle.
Separately, DMEF president Terri L. Bartlett announced the creation of
the "Leaders' Circle" -- a new program that enables individuals, for the
first time, to make personal donations from $100 and up to the DMEF. To
date, the effort has raised more than $25,000, primarily from DMEF board
members and DMA participants.
Funds raised support the DMEF's general activities. Donors are given a
lapel pin, mention within the organization's Web page, and bragging
rights.
Interested donors are encouraged to contact Bartlett at tlbartlett@the-dma.org.
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VistaPrint to Offer Creative,
Mailing Services
VistaPrint Ltd. has entered the marketing services business with two
new offerings -- Mailing Services and Creative Services. Both new
capabilities will target the company's core small business client
base.
Mailing Services is a one-stop design and mailing solution that offers
customers the opportunity to purchase or upload direct mail lists,
design print and mail 50 oversized postcards for $68.
Creative Services provides design and copywriting offerings that enables
a customer to hire the Hamilton, Bermuda-based company to design and
write personalized marketing materials. VistaPrint currently offers
Creative Services for brochures, standard postcards, oversized postcards
and flyers. Prices start at just $29.99 for professional copywriting and
design on postcards.
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Letters to the Editor
[Re: Loose Cannon: This Thing of Ours, Direct Newsline, Monday, June
18, 2007 (directmag.com/loosecannon/loose-cannon-this-thing-ours-061807/)]:
You seemed to have missed:
- Keiretsu (too Eastern establishment)
- Sanctum Sanctorum (too Latin)
- fraternity - (too male)
- Union (too democratic)
- Guild, hmmm, guild...
By the way -- sandboxes tend to get clumpy as males get
territorial.
Not that I have an opinion.
Mark Amtower
Highland, MD
www.EpiphanyBook.com
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This issue of DIRECT Newsline is sponsored by Search Engine
Strategies
The 8th Search
Engine Strategies San Jose is a 4 day, multi-tracked conference
focused on all search-related promotions, revealing all the innovative
marketing approaches and tactics used to reach your customers. Listen to
"success stories" and the best practices from SEM/SEO industry leaders,
experts and the search engines themselves.
Early Bird Special: Register by Friday, Aug 3rd and save $150.
Use 10PRIS for an extra 10% off. Visit: www.SESSanJose.com
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List and Database News
PlumParty.com
A total of 83,146 buyers including 21,455 from the last 12 months are
named on this Web site-generate file. Roughly 30% of these customers are
men. The unit of sale was $75 for gifts and party supplies.
Selections: Hotline, recency, gender, state/SCF/ZIP
Price: $120/M
Contact: LH Management Division, Leon Henry Inc., 914-285-3456
Trudeau Health Book Buyers
More than 1 million individuals who purchased the book "More Natural
Cures Revealed" by Kevin Trudeau are available on a list. More than one
third of these buyers are men. All responded to a 30 minute infomercial.
The unit of sale was $20.
Selections: Monthly hotline, gender, state/SCF/ZIP
Price: $110/M
Contact: Macromark Inc., 845-230-6300
Live Nation Ticket Buyers
Carney Direct Marketing has been tapped to manage a group of lists for
Live Nation, an entertainment promoter and ticket vendor. The
appointment includes lists of theater, sports event and concert ticket
buyers, plus enhanced files. Counts range from 825,000 to more than 13.7
million. The average sale was $150. Sources include space ads, radio, TV
and e-mail. Lake Group Media Inc. formerly managed these files.
Selections: Monthly hotlines, telephone numbers, price range,
multibuyer, event type, presence of children, income, ethnicity, gender,
age, mail order buyer, state/SCF/ZIP
Price: $100/M
Contact: Carney Direct Marketing, 949-581-5100
Ci Technology Database
Worldata announced at New York DM Days it has been appointed list
manager for Harte-Hanks Inc., effective no later than Aug. 1. CiTDB data
on information technology professionals is gathered via telephone
interviews. Nearly 1.3 million names are available. The database
monitors installed technology and spending plans at nearly 700,000
business, government and institutional sites. The file includes
telephone numbers, e-mail and postal addresses. 21st Century Marketing
is the current list manager.
Price: $200/M (postal file); $275/M (telemarketing file); $355/M (e-mail
file)
Contact: Worldata, 561-393-8200
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Classified Advertising
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Classified
Catalog-Internet Business for Sale
Internationally recognized company selling high quality sportswear
through 18 year old established catalog and internet. Niche business
with few competitors delivers high ($270) average order and one of the
highest multi-buyer rates in the direct market industry.
Contact Fred Anderson at 973-763-9570 or fred@anderson-direct.com.
Circulation - Senior Analyst
We're a multi-brand, Business to Consumer, Catalog and Internet Marketer
seeking a Direct Marketing Professional with a minimum of five years
Circulation experience
We welcome you to preview our growing home décor and gift offers
online at artandartifact.com, basbleu.com, signals.com,
whatonearthcatalog.com and thewirelesscatalog.com.
Qualified candidates will bring expertise to circulation analysis,
planning, and execution by drawing on their experience in the areas of
segmentation, leveraging assets of a multi-brand database environment,
buyer reactivation strategies, new customer acquisition through list
rental and co-operative databases, and collaboration with key vendors
providing marketing database maintenance, merge purge, list brokerage
and management, and print / bindery services.
An advanced level of experience in Microsoft Excel, excellent
analytical, creative, and interpersonal skill sets, and a bachelor's
degree in a related field are required.
We offer a competitive salary plus a comprehensive benefits package
including medical, dental, vision, 401(k), profit sharing, paid vacation
and holidays, and more!
To further explore this marketing opportunity, please submit your
confidential resume and salary requirements to:
Universal Screen Arts, Inc.
Attn: Talent Acquisition Manager
5581 Hudson Industrial Parkway
Hudson, Ohio 44236
E-mail: hrecruit@woecatalog.com
EOE
OPERATIONS MANAGER
Exclusively Weddings, a 15-year business-to-consumer catalog and
e-commerce company, is seeking an Operations Director for its fast
growing business.
Responsibilities:
- Assist general manager by leading activities areas of order
processing, warehousing, fulfillment, customer service, IT, printing,
engraving and other product personalization operations
- Responsible for 85,000+ sf distribution center and 45 seat call
center
- Manage all aspects of distribution operation
- Maintain fiscal responsibility
Qualifications:
- Degreed with 7-10 years' experience in operations management,
preferably in catalog industry; Six Sigma Certification preferred
- Strong leadership abilities. Must be hands-on, deadline-driven,
passionate and motivating
- Strong understanding of catalog and warehouse management
systems/software
- Solid quantitative/analytical skills: managing by appropriate
metrics
- Strong understanding of web development and functionality
Send resume including business references and salary history to Director
of Human Resources, 1301 Carolina Street, Greensboro, NC 27401, fax to
336-378-8273,email to resume@paceco.com. EOE
Uno Alla Volta LLC, is a fast-growing, entrepreneurial
catalog company which offers artisan crafted items, which are made one
at a time by hand, to affluent consumers throughout the United States.
We have created two new positions in our merchandising department to
help us fuel our growth:
Buyer
Inventory & Vendor Manager
Buyer: As an experienced and creative catalog buyer, you will be
responsible for merchandising strategy, sourcing, product development,
and placement of product into the company's catalogs and websites. You
also serve as a "brand ambassador" to the artisan community and must
excel at building win-win relationships.
Ideally, you bring buying experience in one or more of the following
categories: women's accessories and jewelry, men's accessories,
collectibles, home décor, table top, and objects d'art.
You must be a self-starter, able to work well both independently and
with the larger team. You must have excellent communication and
organizational skills, ability to understand trends, analyze data, and
create merchandise themes. You will travel to market, both domestically
and internationally, and to artisan studios. You will work closely with
our merchandising team, including buyers' assistants, marketing,
creative and inventory management teams.
Inventory & Vendor Manager:
In this position, you will be responsible for optimizing inventory to
both maximize turns and minimize backorders. You will analyze and
forecast sales at an item level, provide vendors with projections, and
manage the ongoing vendor relationships. You will manage the liquidation
of clearance inventory through e-mail campaigns, catalog sale pages, our
retail store, and warehouse sales.
Your strong analytic skills must include a solid understanding of
database structures and a proficiency in Excel at the power-user level.
You will work closely with the merchants to maintain great quality
long-term vendor relations. You will also often screen potential
suppliers, many of whom are solo artisans who have never created items
for a catalog before, explaining to them our concept and how we work and
looking for win-win relationships.
The right candidates for both positions must thrive in a team
environment and be able to establish positive internal and external
relationships. You must be detail, process, and deadline oriented.
We offer a competive salary, fun team environment, health insurance,
retirement plan, tuition reimbrusement, and generous vacation time and
employee discounts. Experience the lifestyle of the Connecticut
shoreline -- a place where many others come to vacation!
Please email cover letter, resume and salary history to HRMGR@unoallavolta.com,
indicating the position to which you are applying.
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Find Targeted Lists Fast with ListFinder
ListFinder is a FREE search engine that lets you search more than 60,000
data cards that represent virtually all lists on the market -- postal,
e-mail, telephone and insert media. It's the quickest and easiest way to
find lists for your marketing campaigns.
Click here to access ListFinder for:
directmag.com/listline/
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About this Newsletter
Editorial Director: Ray Schultz
Managing Editor: Charles Vietri
Executive Editor: Beth Negus Viveiros
Senior Editor: Larry Riggs
Senior Writer: Richard H. Levey
DIRECT Newsline is sent by request. Subscriptions are free to qualified
applicants.
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Feedback should be sent to: ray.schultz@penton.com
or may be sent by paper mail to:
Ray Schultz
249 West 17th Street
New York, NY 100111
For Sponsorship/Advertising information please contact: Elizabeth
O'Connor, Associate Publisher at elizabeth.oconnor@penton.com
or 203-358-4391
For information on Classified Advertising please contact: Karen
Putrimas, at karen.putrimas@penton.com or
(203) 358-4389
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Copyright 2007, Penton Media. All rights reserved. This article is
protected by United States copyright and other intellectual property
laws and may not be reproduced, rewritten, distributed, re-disseminated,
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