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Article: Direct marketing surge: magazines are leading the way. (column)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- February 1, 1986
- Author:
CopyrightCOPYRIGHT 1986 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. 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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Back in 1967--when the circulation promotion department covering the then 15 titles at Ziff-Davis Publishing Company consisted of two young copywriters who somehow knew how to do very rough layouts--the direct marketing business was at best the stepchild of the advertising world.
The circulation direct marketing salary budget at Ziff-Davis was then less than $20,000 a year total! And if any other publishing company wanted to hire new direct marketing people, they needed only to look as far as Ziff-Davis or Prentice-Hall for some young copywriter to steal. From there, they could proceed to develop an in-house department. Times certainly change.
What ...