Should a Direct Marketing Magazine Have Boring Headlines?

Irony of ironies: Direct Marketing News has the most boring headlines ever.

Here are samples from the cover of the August 2011 issue…

• Occasion for change
• Making a commitment
• Email front and center
• Furnished dwellings

That’s it! Those are the cover headlines. The first one in the list is the “Spotlight” article; the other three are in the sidebar.

Inside you’ll find equally boring pabulum. For example:

• Retailers save on swipe fees with discounts
• Tailor marketing strategies to customer preferences
• Mobile tagging extends TV ads for brands
• New accounting rules will improve your loyalty books
• Drive e-commerce with tailored email tactics
• Marketers leverage Facebook for email acquisition and consumer engagement

As I look through the magazine, it’s actually difficult to find anything at all that catches my attention.

Now, I realize it’s a news magazine, but given that it’s DIRECT MARKETING news, couldn’t it be just a little bit more interesting than “Occasion for change”?

-Ryan M. Healy