CompuServe bolsters its marketing

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CompuServe is returning to customer acquisition marketing following a 1996-97 restructuring that saw it close its WOW! service for teens and refocus on building a more business-oriented consumer audience. CompuServe's CSi online brand launches print ads in July in monthly Internet and business publications. CompuServe also dropped 2.5 million pieces of direct mail April 30 promoting CSi to new prospects.

AIM Marketing, Minneapolis, is involved with various aspects of the campaign. CompuServe roster agencies, not involved in this effort, are DDB Needham Worldwide, Chicago; Martin Agency, Richmond, Va.; and Resource Marketing, Columbus, Ohio. CompuServe is in discussions about hiring additional direct marketing agencies for 1998, according to Gail Walls, director-relationship marketing.

Copyright May 1997, Crain Communications Inc.

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