Winterofdiscontent
2009istheChineseYearofTheOx–saidtobethe
signofprosperitythroughdiligence,fortitude,graceful
powerandquiethardwork.Hmm.Frantichardwork
andhighlyin-elegantscratchingaroundforcash,more
likely,sinceitisactuallytheyearofThePay-Back;the
10
dominoeffectofourerstwhilelargesse.TheDayof
Reckoninghasarrived...timetoclearourdebtsand
learnnottospendmoneywehaven’tyetearned.The
Features
partyisnowwellandtrulyover.
Cold-waterheadlinesfillnewspapersaroundthe
10Shelterfromthestorm world–Iamreadinghow,inBritain,39pubseach
BeckyWillandetailsagreenerwaytoweatherarecession weekareclosingtheirdoorsforever–blamingthe
20Thefutureformobile downturn,supermarketpricesandthesmokingban.In
JoWalllooksathowthisadvertisingchannelcangrow Germany,theaverageconsumerdranktwolitresless
21Stateofthenations beerlastyearthanin2007,makingthebreweries
Whichcountriesarefaringbestduringthedownturn?
PeterKellnerdrawssomeinternationalcomparisons
24Fallinlovewithemailmarketing
20
frothatthemouthastheirsalesdroppedtwoper
cent.Meanwhile,Australianwinerieswhinethattheir
exportsfellmorethan25percentinNovember.We
It’stimetonurturee-communications,saysPaulBates can’tevenaffordtodrownoursorrowsnow,itseems.
26DMandamagiccarpet Fiveyearsagoexactly,Iwroteanarticleentitled,
JørgenAndreassenreportsfromIstanbul,Turkey ‘Ethicsinthemoneymix’–howthefinancialservices
30Theemotionalresponse sectormightbestoringuptroublebysendingoutDM
DanHilllooksattheroleofthevisualinadmessages cashofferstosub-primetargets.Evenbackthen,the
34Survivalkit expertsIinterviewedwarnedtoughtimeswouldresult.
SimonMillspreviewstheforthcomingTFM&Ashow
26
Now,expertsaregivingrecessionsurvivaltips,
36India1.0isdead:longliveIndia2.0 suchastargetingcountrieswithstrongereconomies
NimeshShahhasresearchedsocialmediausage thanourown(therearesome–page21),forging
Columnists
strategicpartnershipsinnichemarketsandmakingan
impressiononclientsinlieuofsales(page10)–to
14DatelineAmerica
increasethenumberofprospectswehavereadyfor
It’sthebestoftimes,theworstoftimes,saysDougSacks
whenthegoodtimesrollagain;astheysurelywill.
Wearetoldweshouldbattendownthehatchesbut
18DMTalk
stayontheradar,inordertokeepaheadofcompetitors
NickMartincomparesaracingdriver,atheoryandabath
23Copyclass
HerschellGordonLewissaysstockisschlock!
28InsightfromEurope
36
whoarealsofeelingthepinch(page14).Wemustlearn
touseallthechannelswepossiblycan(pages20,24
&36),aswellaswecan,andplanhowtoremainthe
best.JustlikeTeamObamaintheUSA,whichis
SusanneHornikelfocusesonFinland
alreadybuildingonitsvoterdatabaseof13million
32OutofAfrica
emailaddresses,readyforthenextPresidentialrace.
KeithWiserisheartenedbygreatcampaigns,
TalkingofthenewPresident,don’tyoufeeleverso
soiskeepingthefaith
slightlysorryforhim?Thetroublesoftheworldonhis
39EuropeanView
shouldersastheeyesoftheworldwatchhiseverystep.
Toretailortoe-tail?ThatisthequestionAlastairTempestasks
Ifheputsafootwrong–or(heavenforfend)fails,those
40Onthecase
namesonhisdatabasewillbebayingforhisblood.
PermissionmarketingexpertsJennyMoseleyandRosemary
Iwouldsuggestofferingupsomeprayersforhim
Smithdiscussinternationaldataprotectionregimes
butIhavejustreadTheTimes’columnist,Jeremy
50Customerservice
Clarkson,whonotesthat750,000morepeoplewent
IanHugheshasthelastword–andit’s‘box’!
onlineshoppingonChristmasDaythanwentto
Regulars
church.Thisisperhapsasadindictmenton
modernsocietybut,actually,exceptionally
4-8Currentaffairs 41Lawreport goodnewsfore-tailers(page39).
12Pointsfromthepost 42Fortherecord Hmm.Mylocalbishopiscash-strapped
16Campaignnews 44Essentialinternationalservices butverycanny–Iexpecttoreceiveanemail
38Goingplaces 49What’son/SubscribetoDMI fromhimsoon,marketinghisInternetCathedral.
DirectMarketingInternational,NewBroadStreet Who’swho:EditorSallyHootonDesignJimCounsell PrintingStephensandGeorge,MerthyrTydfil,UK.
House,NewBroadStreet,London,EC2M1NH UK. SubeditorCarolRandallPublisherMattEdgar CopyrightDirectMarketingInternationalLtd.All
Tel:+44(0)2070439008;fax:+44(0)207023 AdvertisingUK–JohnEdgar,john@dmi-news.com;James rightsreserved.Reproductioninwholeorpart
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sally@dmi-news.comDMIispublishedmonthlyby mark@dmi-news.com;Germany/Austria/Switzerland– DirectMarketingInternationalmagazineisavailable
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DatabaseMarketing,DirectMailmagazine, media@planet.nl;India–FaredoonKuka,kuka@rmamedia.com; subscriptionformonthewebsiteorpost/faxto:New
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www.dmi-news.com January/February2009No209
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