B-to-b firms test shared ad mail; Pitney bowes, Madison direct team up for mailing to 100,000 small businesses.(Direct & Database)(Madison Direct Marketing Ltd.)(Pitney Bowes Inc.)

B to B, August, 2003

Byline: CAROL KROL

Madison Direct Marketing Ltd., a company that distributes shared advertiser mail, is making its first foray into b-to-b this month with Pitney Bowes Inc.'s PB Direct division as its partner.

The two companies plan to send a test cooperative mail package to 100,000 Pitney Bowes small-business customers on Aug. 28. About a dozen advertisers have agreed to participate in the premiere mailing, including IBM Corp., Airborne Express and Checks Unlimited. Pitney Bowes' logo will appear on the outer envelope, with the tagline, "Delivering success for your growing business.'' Pitney Bowes and Madison Direct will share advertising revenue from the program.

Greenwich, Conn.-based Madison Direct, which sends about 65 million pieces of...

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