The new section will appear every other week, alternating with the "Events & Promotions" page. It will cover direct, database and relationship marketing through a mix of news items, trend stories, case studies, creative showcases and personality profiles.
"Direct and database marketing are two of the hottest buzzwords today, thanks largely to the emergence of new technologies and the need for marketers to break through the clutter and communicate directly with consumers," said Scott Donaton, executive editor of Advertising Age. "Consumer direct marketing in the U.S. is a $677 billion business. This page will impact the business lives of all our readers."
Carol Krol will coordinate the "Direct & Database Marketing" page and serve as its lead reporter. Ms. Krol, who joined Ad Age's New York editorial bureau in May 1996, also will cover direct and database marketing for the news pages of Ad Age and its electronic extensions, including the AdAge.com Web site.