Chore or Choice: A Tale of Two Program Types

For some time now, I have written about the relative effectiveness of niche marketing (see "One-to-One Programming Deserves One-to-One Marketing," Medical Meetings, June 1997, page 70). The concept behind niche or database marketing is that CPE providers must study the various constituencies targeted for their programs, products, and services, and create differential campaigns for distinct market segments. All kinds of variables should be considered when zeroing in on your most highly