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Article: Custom-built for success: custom publishing has become a DM channel to be reckoned with.
- Article from:
- DM News
- Article date:
- April 28, 2008
- Author:
CopyrightCOPYRIGHT 2008 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When AT&T and Cingular merged in late 2004, the biggest problem the two wireless telecom giants faced was finding a way to prevent tens of millions of legacy customers from fleeing.
Former Cingular marketing executive Stephen Boulton-Wallace, now AT&T's VP of customer lifecycle management, says both companies feared typical direct marketing efforts would prove inadequate, given the competitive landscape. Instead, executives at the new AT&T Mobility, the company's wireless subsidiary, used an entirely different approach.
"Our very first custom magazine was dropped at the time of the merger," Boulton-Wallace says. "The purpose then was to reassure ...