Margins Check: Direct marketing, freeing NYT, AOL’s reorg and more

Editor’s Note: Welcome to On the Margins, a feature for RCR Wireless News’ new weekly e-mail service, Mobile Content and Culture. Every week, the RCR Wireless News staff considers events in the wider business world and how they could affect the wireless industry.
–The direct marketing industry recorded its 16th consecutive quarter of growth, according to the Direct Marketing Association’s Quarterly Business Review, evidence that direct communications with consumers may still be the best way to cut through the clutter of a modern, media-saturated life. For wireless, the news shows that companies intent on striking it rich may need to make heavy investments in reaching consumers directly.
–A European court upheld a $689.7 million fine against Microsoft for antitrust activities, showing that the continent may take a tougher approach toward companies that dominate their respective industries. The move could foreshadow a battle over Apple’s control of its iTunes music store. Thus, the issue may cause mobile content providers and other companies to rethink their allegiance toward market heavyweights.
–AOL moved its headquarters from Dulles, Va., to New York, and reorganized its sales operation. News of AOL’s reorg followed a similar announcement from Yahoo, which made mobile a key area of focus. Thus, AOL could too refresh its activities in wireless.
–The New York Times stopped charging for its online content, explaining that the opportunities from online advertising overshadowed the revenue it could glean from paying subscribers. The news hightlights both the growing importance of advertisers’ dollars in the digital realm as well as consumers’ overwhelming desire for free content.