Rosalind Resnick is a crusader who's actively defended the rights of direct marketers in New York and Washington, D.C. But Ms. Resnick said it's a role she never intended.
She was a business journalist when she saw an opportunity to provide services to Web sites. So in 1995, she launched NetCreations with the company's first product, PostMaster, a software product designed to help emerging Web sites promote themselves by notifying index and search engines of the site's existence.
Since then, NetCreations has emerged as a forerunner provider of interactive direct-marketing services including the still-risky business of e-mail address list management and list sales.
Over the past eight months, both media companies and advertisers have signed deals with NetCreations, including CMP Publishing, IDG Corp., MacMillan Online, Prodigy, Scholastic, Ziff-Davis Publishing Co. and software companies.
Following her lead, traditional list houses are getting into Web lists. Hearst New Media's HomeArts is in a deal with 21st Century Marketing and GeoCities signed to work with CMG Information Services.
But what sets apart Ms. Resnick's services? Her company has emerged as one of a handful of reputable players in a field tarnished by rivals abusing e-mail. She supports "opt in" e-mail, which means consumers only receive e-mailed information that they have indicated they would like to receive.
"When you're a journalist you have to make full disclosure to your sources" about your agenda, Ms. Resnick said. "That's also true with interactive marketing."
Betcha didn't know: True to her cause, Ms. Resnick lets marketers-and
personal contacts-e-mail her any time.