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

Ryan M. Healy

Ryan Healy is a financial copywriter 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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