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Professionals
answer
your
questions. |
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This issue of DIRECT Newsline is sponsored by
KnowledgeBase Marketing
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GROWING INTEREST
It's no wonder interest is growing in our Interests Database of 70
million consumers. Tap into the largest universe of consumer interests
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Top Stories
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DiGuido Returns; Named CEO of
Zustek
By Ken Magill
Al DiGuido, the outspoken former CEO of Epsilon Interactive, has
re-entered the e-mail marketing industry -- this time as chief executive
of e-mail service provider Zustek Corp.
The announcement follows the acquisition of Zustek (pronounced zeus-tek)
by private equity firm Investcorp Technology Partners.
DiGuido added this is just one of a series of acquisition announcements
Zustek and Investcorp will be making over the coming weeks.
"We're going to be truly a global organization when we get done in terms
of making acquisitions and building out the strategy," said DiGuido.
"The whole idea of a siloed e-mail provider as a business moving forward
is limiting. I think there is a tremendous opportunity to combine e-mail
marketing with other interactive services."
He added the intention is to build Zustek out as a one-stop shop for
interactive marketers.
"When you talk to big companies today, they're saying 'it's great that
there's all this super technology out there, but frankly I don't have
the time to talk to 10 different people; I want to talk to one
organization that has best-of-breed solutions across the spectrum,'"
DiGuido said. "The organization we're building will have heavy emphasis
in the e-mail space, but it's going to be part of an integrated
solution."
Founded in 2001, Zustek is currently relatively small but has some
blue-chip clients, including Time Inc., Universal Studios, Sony
Pictures, Thrifty Car Rental, Cars Direct and the Venetian Las
Vegas.
DiGuido declined to comment on Zustek's size beyond describing it as a
small- to medium-sized business.
It is just over a year since DiGuido was ousted as CEO of Epsilon
Interactive. The firing came on the heels of a rough period where
Epsilon acquired the company DiGuido headed, Bigfoot Interactive, and
then online advertising concern DoubleClick's e-mail unit. The
acquisitions reportedly resulted in culture clash between DoubleClick
and Bigfoot executives, and an exodus of DoubleClick staffers.
When asked what he'd learned about combining company cultures, DiGuido
said: "I'm a year older. Whenever you take a year away from what you
were doing, you analyze things. I'm still passionate; I'm still
aggressive; I still want to listen to a lot of different opinions when
it comes to getting things done. I think the culture [at Zustek] is
going to be very much customer centric. From a people standpoint, if
you've got the right team and they believe passionately in terms of the
vision and the mission, then everything goes really well."
When asked if he plans on approaching any Epsilon employees, he said:
"There's no one over there I have my eye on."
He added: "We're just going to put our heads down; we're going to work
really hard; we're going to get out in front of customers; we're going
to try and earn their business; we're not going to presume anything.
What happened in the past is the past. This is not the same company that
I left."
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Health Benefits Direct
Acquires Insurance Administration Software Firm
Health Benefits Direct Corp. has paid $3 million in cash and stock
for Atiam Technologies, an online insurance administration software
provider. Atiam will operate as a wholly owned subsidiary of Health
Benefits Direct.
Through Atiam, Health Benefits Direct plans to smooth connections
between its online operations, agents and carriers.
The acquisition adds Aetna, Prudential and Nationwide Provident to
Health Benefits Direct's client roster. Though an online marketplace,
Health Benefits Direct enables consumers to shop for health insurance,
life insurance and related products.
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This issue of DIRECT Newsline is sponsored by Specialists Marketing
Services
No matter which market you are trying to reach, our diverse group of
lists, selections, and programs is sure to have what you are looking
for. At SMS, we can help you achieve unprecedented revenue growth
through the multicultural market.
CLICK
HERE to download our Multicultural List & Insert Media Guide
For more information, please contact us at 201.865.5800 or smslistinfo@specialistsms.com
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Yahoo! Upgrades Search
Function
Yahoo! has added Search Assist to its search capabilities, and
integrated audio, video clips and photos into its search results.
Search Assist provides query suggestions in response to search box
entries, as well as related topics and concepts. According to Yahoo,
searchers who aren't overly familiar with their topic will find this
feature especially useful.
By integrating multimedia listings into its search results, searchers
will be able to access a variety of answers without leaving the
page.
The new Yahoo! Search also features Search Shortcuts, which feature what
it bills as the most useful information found on the Web and contributed
by other online users, such as ratings and reviews, photos and official
Web sites.
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Troska Takes President, CEO
Roles At Exstream From Marksbury
Richard Troksa has taken the president and CEO roles at Exstream
Software LLC from Davis Marksbury, effective Oct. 1. Marksbury will
remain on the company's board of directors as chairman.
"I believe the time is right for me to turn over the reins to a CEO who
can take the company to even greater heights over the next decade," said
Marksbury, the firm's co-founder and chairman of Exstream Software, in a
statement.
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Catalina Acquisition
Closes
Vsurance Inc., a San Francisco-based pet health insurance provider,
has completed its previously announced acquistion of Catalina Marketing
Corp. Vsurance paid $32.50 per share in cash for the company. The deal
was valued at between $1.5 billion and $1.7 billion, according to
published reports.
The deal will enable Vsurance to market its pet insurance products
through the grocery stores to which Catalina currently provides shopping
cart analysis services.
Catalina currently employs around 1200 workers. The company generated
$417 million in revenue during 2006.
Vsurance is affiliated with Hellman & Friedman LLC, a private equity
firm.
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Merkle Hires Paul Bowman As
Managing Director of Customer Strategies
Database marketing agency Merkle has hired Paul Bowman to serve as
managing director of customer strategies. In this newly created
position, Bowman will help Merkle's clients develop loyalty and
retention marketing programs.
Prior to joining Lanham, MD-based Merkle, Bowman was managing director
of direct and loyalty marketing at Hawkeye Communications in Dallas.
Bowman has also held senior management positions at Rapp Collins
Worldwide, as well as loyalty firm Brierley & Partners and McCann
Relationship Marketing.
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Mail Stream: A Report on
Incoming Direct Mail
By ParadyszMatera and Direct Newsline
Hello Direct Tries Digest Size Catalog
Business-to-business direct marketer Hello Direct used a digest-sized
catalog for a recent mailing promoting its line of telecommunications
products. 
The August 073K book is 32 pages and measures 8-1/2² x 5-1/2²
in contrast
to the company¹s usual 48-page, 10² x 8² efforts.
Otherwise, the catalog
features familiar layouts and merchandise such as headsets, phones, and
conferencing systems. The cover calls on recipients to ³Go Wireless
and get
more done!² showing a professional woman wearing a headset and
carrying a
wireless conferencing device. A text box directs shoppers inside for
details
on Hello Direct¹s standard $25 off and free shipping incentives for
orders
of $299 or more. Items in the catalog include a Polycom SoundStation VTX
1000 conferencer ($1,199.99), an RCA Corded Phone and Cordless Handset
($499), and Jabra T5330 Wireless Headset ($129.99). Orders may be placed
by
phone and online. A Wireless Weather Station premium for online orders
promoted on the back cover is another commonly offered incentive from
the
mailer.
Women¹s Health Advisor Offers Free Issues
Women¹s Health Advisor recently mailed a colorful promotion
offering three
free issues of the monthly newsletter published by Weill Medical College
of
Cornell University. 
Creative on the front of the 6² x 9² package reads
³Research Reveals:
Amazing Health Breakthroughs for Women.² Beneath the text are five
examples
of the type of information available in Women¹s Health Advisor,
ranging from
the latest medical tests to healthy foods and vitamins. A ³Yours
Free!²
involvement sticker shows through a circular window next to the address
panel. Inside, a six page letter highlights the relevance of advice
found in
the newsletter with checklists of healthful tips and information boxes
pertaining to arthritis relief and the benefits of regular exercise. The
letter notes that the publication accepts no advertising, allowing it to
give readers ³the truth about prescriptions, OTCs, natural remedies
and
more.² A ³Free Bonus Report² insert lists seven symptoms
that could
potentially be serious to a woman¹s health, including cracked lips,
swollen
ankles, and thinning hair. The report makes mention that these signs
could
possibly mean nothing, but also emphasizes the importance of not
ignoring
them. Also enclosed is a lift note from the newsletter¹s
Editor-In-Chief who
compares the three trial issues to a free 30 minute consultation with a
doctor. The reply card details the offer and provides a space for the
involvement sticker. Subscription is sold via soft offer of $20 for 15
issues (three free). The reverse side provides further information about
the
five health tips featured on the front of the package, along with six
ways
to reduce the risk of Alzheimer¹s.
Cody Mercantile Sends Selfmailer
The family-owned Cody Mercantile and Modern Farm recently sent a
selfmailer
highlighting a few standout items from its country lifestyle collection.
The company has been providing tools and supplies for use on farms and
in
the home for more than 30 years. Copy on the cover refers to the
retailer as
a ³General Store With Shop @ Home Convenience.² The
8-1/2² x 5-1/2²
selfmailer opens to four times its size, presenting a mixture of
products
from lawn care and pest control to cookware and apparel. Items vary from
a
Quiet Gear Drive Sprinkler ($32.50) or Wireless Driveway Alert
($169.99),
which notifies users if anyone is approaching to Burt¹s Bees Milk &
Honey
Lotion ($8.99) and Logger Jeans ($24.15 - $27.65). Pest control products
include a package of 16 Revenge Rodent Smoke Bombs ($22.95) and the more
animal-friendly assortment of Safe-Catch Humane Animal Traps ($39.99 -
$62.99). Ordering, shipping, and guarantee information is provided
inside
along with an invitation to ³See the entire country lifestyle
collection²
online. Though there is no order form in the piece, orders can be placed
by
mail as well as phone, fax, or online.
The direct mail promotions appearing in Mail Stream are tracked and
analyzed by ParadyszMatera, a media brokerage services company, through
its
MarketRelevance(tm) Promotion Library. Click here to visit their site:
ParadyszMatera.com.
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This issue of DIRECT Newsline is sponsored by DMA 07 Conference &
Exibition
Thousands of the World's Most Successful Marketers Make it Their
Business to Attend....Shouldn't You?
DMA07 Conference & Exhibition · October 13-18, 2007 ·
Chicago, IL
Whether you're interested in learning about the latest marketing trends
or simply gaining fresh ideas to boost ROI, the possibilities at the
DMA07 Conference & Exhibition are endless.
Register today at www.dma07.org or
call 1.800.293.7279.
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List and Database News
Cricket and Cobblestone Magazine List Groups
Carus Publishing Co. has appointed Direct Media Inc. to manage lists of
subscribers to children's magazines. The 258,241-name Cricket Magazine
Group file combines subscribers to Ask, Babybug, Cicada, Click, Cricket,
Ladybug, Muse and Spider, in addition to the Cricket Catalog buyers
list. A total of 31,862 subscribers on named on the Cobblestone
Publication Group list, which is comprised of subscribers to
Appleseed's, Calliope, Cobblestone, Dig, Faces and Odyssey.
Selections: Hotlines, child's gender, multibuyers, paid, source,
publication, state/SCF/ZIP
Price: $95/M (subscribers); $100/M (catalog buyers)
Contact: Direct Media Inc., 203-532-2449
Hale Indian River Groves
Millard Group Inc. has been named to oversee Hale Indian River Groves'
list of 254,883 customers, including 125,608 from the last 12 months.
Products sold include fruit, candy, nuts, cakes and other specialty
items. The average direct mail-generated sale was $100. RMI Direct
Marketing Inc. was the prior list manager.
Selections: Six-month buyers, gender, state/SCF/ZIP
Price: $100/M
Contact: Millard Group Inc., 603-924-9262
Wii and DS Newsletter Subscribers from GameSpot.com
CNET Networks Inc. offers this list of computer game players who
subscribed to newsletters from GameSpot.com. A total of 326,477 postal
addresses and 363,015 e-mail addresses are available. Three-quarters of
the individuals named are men with a $64,100 average income.
Selections: Age, gender, home/business address, income, recency,
interest, state/SCF/ZIP
Price: $100/M (postal file); $110/M (e-mail file)
Contact: Worldata, 561-393-8200
Bonnier Parenting Group Master File
Bonnier Corp. has introduced a combined list of subscribers to Baby Talk
and Parenting magazines. This 7.4-million name master file has been
enhanced with Acxiom's Infobase consumer demographic data.
Selections: Hotlines, adult's/child's age/gender, presence/number of
children, income, Lifetrait, mail order buyers, donors, religion,
ethnicity, state/SCF/ZIP
Price: $100/M
Contact: Lake Group Media Inc., 914-925-2460
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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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without the prior written permission of Penton Media.
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