Meet the Staff
The All About ROI (formerly Catalog Success) staff can be contacted at 1500 Spring Garden Street, 12th Floor, Philadelphia, PA 19130 or by fax at (215) 238-5270.
Editorial Staff
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Melissa Campanelli, Editor-in-Chief Melissa is also the Editor in Chief of the Target Marketing Group's eM+C brand, a series of e-letters, webinars and virtual trade shows focuisng on the world of e-marketing and e-commerce. Prior to those positions, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business." She can be reached at (718) 788-1772 or mcampanelli@napco.com. |
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Thorin McGee, Managing Editor In Dec. 2009, he was named to his current positon. Thorin previously spent four years as a senior editor of the consumer magazine InQuest Gamer. Prior to that, he was a freelance writer, Web designer and executive IT recruiter. He earned a bachelor’s degree in Sociology and History from Ursinus College. He can be reached at (215) 238-5303 or tmcgee@napco.com. |
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Joseph D. Keenan, Senior Editor Hired as senior associate editor in May 2007, Joe Keenan was promoted to senior editor of Catalog Success in 2008 and retains that post with the repositioned All About ROI. In addition to writing cover stories and features for the print magazine, Joe oversees The All About ROI Report, the publication's e-letter. Previously, he served as a senior editor at Reed Technology & Information Services for five years prior to arriving at Catalog Success. He previously worked as a sportswriter for Montgomery Newspapers. He earned a bachelor’s degree in Journalism from Iona College in New Rochelle, N.Y. |
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Joseph Boland, Copy Editor Prior to joining the Target Marketing Group editorial team in January 2008, Joe worked for Montgomery Newspapers, headquartered in Fort Washington, Pa. There, he was a sportswriter and editor, covering high school sports in the local communities of Bucks and Montgomery counties. He is a graduate of Pennsylvania State University, where he earned a bachelor of arts in journalism. |
Contributors
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Denny Hatch, Contributing Editor Denny Hatch is the only editor of a direct marketing publication with 30 years’ experience in direct marketing. Formerly the editor-in-chief of Target Marketing, where he now writes the Famous Last Words column, Hatch’s background also includes stints as a book club director for Macmillan and Meredith, three and a half years as a copywriter for The Weintz Company and a freelance copywriter and designer for 16 years. In 1984, Hatch launched Who’s Mailing What!, the monthly newsletter and archive service. In December 1992, Who’s Mailing What! was acquired by NAPCO and was relaunched in the summer of 1998 as Inside Direct Mail. |
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Hallie Mummert, Contributing Editor Hallie Mummert is editor in chief of Target Marketing magazine and the newsletter Inside Direct Mail, a monthly publication that provides research and analysis on proven techniques and new trends that shape U.S. direct mail campaigns. In her position, she oversees the editorial direction and content of both publications, as well as Target Marketing’s weekly e-mail newsletter, the Idea Factory. A graduate of Temple University with a bachelor’s degree in journalism, Mummert has covered the direct marketing industry for more than a decade, specializing in direct mail, production, postal issues and alternate media. |
All About ROI Editorial Advisory Board
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Ron Eike, Director of Operations, Omaha Steaks Since joining the company in 1986, Ron’s areas of responsibility have included fulfillment, logistics, customer service, order processing, mail processing, administrative services and stores inventory. Before joining Omaha Steaks, Ron’s career originated at The Swiss Colony, where he spent eight years as the accounting manager before being promoted to support services manager. |
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Mike Faith , Founder and CEO, Headsets.com Mike's company has grown from a $4,000 investment in 1998 to $31 million in sales in 2005. Catalog Success (now All About ROI) named him a Cataloger of the Year in 2005. |
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Larry Kavanagh, Founder and CEO, DMinSite A regular contributor to All About ROI and Catalog Success before it, Larry runs this provider of e-commerce and e-mail solutions for multichannel marketers. He's widely regarded as the top industry expert on internet marketing for mail order companies. Prior to founding DMinSite in September 2000, Larry operated a successful mail order consulting firm with clients that ranged from traditional catalog and newsletter marketers to pure-play Internet companies. Consulting clients included companies such as MyPoints.com, Garden.com, eBags, Golfworks, Gardens Alive! and Phillips Publishing. From 1991-1998, Larry was director of marketing and general manager for gardening cataloger Gardens Alive!. |
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Jean O. Giesmann, Executive Creative Director, Stony Creek Brands Jean oversees creative for Stony Creek Brands. She was former senior vice president of creative services for BlueSky Brands, and former president of NEMOA. She was previously vice president of creative services for multititle cataloger Plow & Hearth (HearthSong, Magic Cabin, Wind&Weather, Problem Solvers and Madison Place) where she also used her award- winning talents for the catalog of their parent company 1-800-Flowers.com. |
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George Hague, Principal, HAGUEdirect A regular contributor to All About ROI and Catalog Success before it, George founded the HAGUEdirect consulting agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency, J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George’s expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, Berne, Ind. There he handled the marketing and merchandising for the Annie’s Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter’s catalog and three book clubs. He also worked on corporate acquisitions. |
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Douglas J. Hershey, Executive Vice President, New Pig Corporation Doug manages New Pig Direct, the company’s largest business unit. This unit is responsible for growing the industrial products catalog division in the U.S. He also serves on New Pig’s board of directors. A member of New Pig’s management since its founding in 1985, Doug was named Executive VP in 1989. He oversees, customer service, catalog marketing, product development/merchandising, telesales, database marketing, and new market development. New Pig’s growth has been dramatic - the current award-winning Pigalog(R) catalog features more than 3,200 products. |
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Stephen R. Lett, President, Lett Direct Inc. Steve heads his Delaware-based catalog consulting firm specializing in circulation planning, forecasting and analysis. A regular contributor to All About ROI and Catalog Success before it, he spent the first 25 years of his career with leading catalog companies, both business-to-business and consumer. |
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Susan McIntyre, Founder & Chief Strategist, McIntyre Direct Susan heads her Portland, Ore.-based agency and consulting firm for catalogers. A regular contributor to All About ROI and Catalog Success before it, McIntyre’s broad experience with cataloging in integrated marketing environments, plus her common- sense understanding of customers and bottom-line approach, have won McIntyre Direct such clients as Pendleton Woolen Mills, Patagonia, Mary Kay Cosmetics, C.C. Filson, Miles Kimball, and scores of small and mid-size companies. A three-time ECHO award winner, McIntyre previously served at Nike, where she created the first Nike Womens’ Source Book, and at Stash Tea, where she developed their award- winning growth strategy. Susan has addressed marketers in Europe, Australia, New Zealand and across the U.S. |
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Phil Minix, President, MCM Electronics A longtime editorial board member of Catalog Success (and now All About ROI), Phil previously served as president of Astral Direct, a multibrand specialty catalog retailer encompassing Linda Anderson, The Music Stand and Characters brands, before joining the B-to-B catalog distributor, MCM Electronics. He previously served as senior vice president of catalog and tours marketing for Reiman Media Group, and was responsible for the Country Store catalog and the World Wide Country Tours businesses. Minix has spent the last 12 years of his career in the direct marketing and catalog/internet space. In addition to his operating roles, he’s been active writing and speaking for various industry associations and events. He started his career in management information systems with Hallmark Cards, and within a few years transitioned into his first merchandise role as buyer of the Keepsake ornaments. After seven years with Hallmark, he left for his first direct marketing position as director of marketing for The Franklin Mint. He then went on to The Vermont Country Store. After being in the Northeast for five years, Minix moved back to the Midwest and accepted a position as executive vice president and general manager of the catalog consultancy J. Schmid & Assoc. |
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Eileen Joy Spitalny, President & Cofounder Sales & PR Team Leader, Fairytale Brownies Eileen and her childhood friend and business partner, David Kravetz, cofounded Fairytale Brownies, a gourmet mail order seller of baked goods, in 1992 with a single, family brownie recipe (Kravetz’s mom’s). Today the company’s annual sales are nearing $10 million. Eileen oversees corporate sales, wholesale and public relations. The company is also donates generously to KaBOOM!, a national nonprofit organization that empowers communities to build playgrounds, and has helped build playgrounds in her native Phoenix, Chicago and New York. |
