Business Services Industry
Reverse engineering. (analysis of Easton Press)
Target Marketing, July, 1998 by Hacker, Robert C.
EDITOR'S NOTE: I've been trying to do a story on Easton Press since Roosevelt was in office. Each time I call, they decline to be interviewed. So I asked Bob Hacker, president of The Hacker Group, to "reverse engineer" Easton controls to see if he could figure out what they're hiding. They're hiding a lot, it seems. - D. Hatch
This analysis of Easton Press is based on reviewing only four control packages and without the benefit of seeing any list segmentation or program performance figures. Targeting is inferred from product definition, copy platforms and appeals.
THE BASIC BUSINESS
The first thing we see is that the business is based on a few fundamentals that don't change:
* The content always appears to be of high intrinsic...
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