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Recommendations, updates, and thoughts from the NextMark executive team.

Quality Data Cards and Analytics

April 7th, 2010

NextMark released its first quarter 2010 data card quality rankings this morning (press release). When I think about all of the new digital media competing for our attention, I am amazing at how much marketing insight can still be gained from data cards, and I’m not alone. Data cards provide valuable insight for prospecting:

“When it comes to prospecting for new customers, there is no better research tool than the data card,” said Britt Vatne, Executive Vice President of Data Management at ALC. “Despite the proliferation of digital media, data card analytics are still the best source of targeted information for new customer acquisition. However, if the information isn’t maintained in a timely manner, then much of that value is lost.” Read the rest of this entry »

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NextMark Releases 2010 Q1 Data Card Quality Report

April 7th, 2010

Hanover, NH – April 7, 2010 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its first quarter 2010 Data Card Quality Report. The report categorizes list management firms based on the number of titles managed, and provides an average data card quality score across each company’s list management portfolio. Read the rest of this entry »

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From Yellow Pages to Web Pages

April 1st, 2010

Think you can do without social media as part of your marketing plan? It used to be that all you needed was the yellow pages and customers would find you. No longer. People, and potential customers may be talking about you online, and you aren’t even aware of it. The current business must be a part of the dialog, engaging with potential and current customers and influencing the perception of their brand. Read the rest of this entry »

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Swindell’s Sweet Service

March 29th, 2010

John Swindell gets the pre-schoolers from Wilmot Learning Place into a Granite State of Mind. In this NextMark community service project, he demonstrated the complete process of making maple syrup from tapping the tree, to boiling in the the sugar house, to final bottling. The kids tasted the final product as “sugar on snow” (maple syrup over crushed ice).

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Google caught me fishing for tires with new remarketing tool

March 26th, 2010

Google-remarketing DM News today confirmed what I had suspected: Google has launched a remarketing tool.

Last night, I was browsing the Hooked-in Fishing Reports website. The site has Google AdSense ads on the top and, of course, most of the ads are related to fishing (i.e the content on the website). However, I noticed an advertisement regarding Tire Reviews. This tire review ad seemed out of place but it makes perfect sense… Read the rest of this entry »

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Google: How Will Journalism Survive the Internet Age?

March 24th, 2010

Above is a presentation by Google economist Hal Varian to the Federal Trade Commission worksop entitled How Will Journalism Survive the Internet Age?. He presents the problems and opportunities in newspaper business. Can newspapers survive the digital age? What about Journalism?

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The most powerful free marketing tool ever offered on the Internet

March 9th, 2010

NextMark’s new and improved Mailing List Finder tool has been getting some rave reviews. People are liking the media planning and strategic marketing insights it provides. Reviews don’t get much more positive than this one:

“This is the most powerful free marketing tool that I have ever seen offered on the Internet.”

Wow. Can’t beat that!

The List Finder is getting noticed by more people every day. National Public Radio has called it the Google of Mailing Lists and the Direct Marketing Association gave NextMark the Future Innovators Award for creating it (among other things).

Have you tried the Mailing List Finder? I’d love to hear your feedback. Better yet, post a review on your blog 😉

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How $5 CPM becomes $1 CPM after middlemen take their piece

March 3rd, 2010

Web Publishers Left With Little After Middlemen Split Ad Spoils

Happy birthday! You just scored a big advertising deal for your website. Time to celebrate? Not so fast. Your $5 CPM deal nets out to $1 CPM after middlemen take their piece. How could this be true?!!!

According to Web Publishers Left With Little After Middlemen Split Ad Spoils article on AdvertisingAge:

"In a not-atypical scenario, a publisher may only receive $1 of a $5 cost-per-thousand media buy once all the middlemen have taken their tithes. Where does the rest go? According to an estimate from Tolman Geffs, co-president of investment bank Jordan Edmiston, it gets divided like this: The agency ($.75), ad network ($2), data provider ($0.75), ad exchange ($0.25) and the ad server ($0.25)."

Party's over. Everyone go home now 😉

Seriously, this article shows off the inefficiency of the market between advertiser and publisher in the online display advertising world. It's interesting to see how the pie is split.

Is this scenario as typical as Jordan Edmiston suggests?

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NextMark Upgrades Free Online Mailing List Finder

February 25th, 2010

Hanover, NH – February 25, 2010 – NextMark, Inc., a leading provider of direct marketing tools and resources, today announced the re-launch of its free online Mailing List Finder. The renovations include easier searching, expanded information, a streamlined request for information (RFI) process, better identification of preferred providers, and a revamped design. Read the rest of this entry »

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Wired, Adobe, Apple iPad & the future of publishing

February 19th, 2010

Wired Magazine and Adobe teamed up to create a digital version of their magazine. The results are quite impressive. Here’s a video that explains their vision and shows off the iPad version:



The user is experience is great. The ability to navigate, zoom, manipulate, and see videos is very useful.


All this technology is way cool, but it’s still missing a key ingredient – Relevance!  Everyone sees the same stories and same ads. Sorry, I’m not in the market for a Ferrari.


Someone let me know when the content can be personalized and relevant to the reader.  In other words, when will magazines finally make the jump from broadcast media to addressable media. That’s when things get really interesting.

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