Todobebé puts Direct Mail Program on Hold, only Temporarily

Todobebé, producer of multimedia Spanish-language pregnancy and parenting content, paused direct mail campaigns in 2006 and the beginning of 2007.

Todobebé ran several campaigns in 2005 through direct mail partner ADVO, including the drop of a bilingual publication co-sponsored by Fisher Price and Pampers.

COO Cynthia Nelson says that both Todobebé and ADVO had other things to focus on last year: “ADVO went through the purchase by Valassis and we were focused on TV, events and the redesign of our website,” says Nelson. “We like direct mail and plan to do more of it. It's just a matter of coming up with the right campaign.”

The company won't be running a direct mail program in the first half of 2007, but CEO Gillian Sandler says they are planning something for the second half of the year.

Carrie Barnes