Description: This article describes some of the traditional profit measurement standards for direct marketing and then presents a more comprehensive and up-to-date foundation for insurance direct marketers and actuaries to use when reviewing individual direct marketing campaigns or total marketing programs.

Description: This article is about the relationship of brand advertising to direct marketing and how to bridge the gap.

Description: In the face of declining response rates from direct mail campaigns, the author suggests use of the internet to generate leads will be much more efficient and successful.

Description: Discussion of ways direct marketers have beaten recessions in the recent past and suggestions for beating this recession.

Description: This is the third and final installment of an article about using microeconomics and the concepts of embedded value to better manage and understand the profitability of direct marketing programs. The article illustrates how traditional asset share calculations are not appropriate in this case.

Description: This is the second installment of an article about using microeconomics and the concepts of embedded value to better manage and understand the profitability of direct marketing programs.

Description: This is a summary of survey responses from a News Direct survey. From News Direct, January 2008, Issue No. 57.

Description: This article states that the 40/40/20 rule, 40 percent to proper audience selection, 40 percent to the product or offer, and 20 percent to creative strategy and execution, still applies in an internet world. The article reviews the 7 deadly sins of direct marketing.

Description: Recap of the PIMA 2004 Annual Meeting. From News Direct, January 2005, Issue No. 49.

Description: Editor's Note from News Direct, May 2005, Issue No. 50.