Gordon Magee

During a session at last week’s Internet Retailer Conference in San Jose, Calif., a panel of speakers explained the reasons why the following five attributes are myths of affiliate marketing: * Affiliate shoppers are undesirable. “Affiliate shoppers are wealthier, tend to have children in the home and skew older than the overall Internet shopping average,” said Stuart Frankel, president of Doubleclick Performics, an online advertising agency. He based his information on a recent Performics-sponsored affiliate insight study commissioned by ComScore Networks (see www.performics.com). * You can’t control your brand. “Affiliate marketing at its root has absolutely nothing to do with affiliates,” said

By Shari Altman Continuity programs can help catalogers reduce the number of customers who vanish after one or two purchases. Continuity mar-keting often isn't the domain of catalog marketers, but those who dismiss this marketing approach too quickly as "not for us" may want to reconsider. For the average cataloger or multichannel marketer, more than half of new customers never make a second purchase. Even if your stats are better than average, it's hard not to be intrigued by the fact that continuity customers buy three to six times per year. Continuities also can offer a valuable service, saving your customers time and

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