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

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Ryan Healy

Ryan Healy is a freelance copywriter, list manager, and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like,, and

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