In 1993 he launched Marketing Services Alliance as a division of MSA, Inc., to provide outsource services management for third-party telemarketing, product fulfillment, and database marketing maintenance and analysis.

A former Editor of Target Marketing magazine, he was software reviewer for Catalog Age from 1984 to 1992, and is the Founder and President of Industry Publications International, Inc., which has produced annual editions of the GUIDE TO CATALOG MANAGEMENT SOFTWARE since 1986.

In September 1992 he launched the Catalog Software Review (now the Marketing Software Review), a monthly newsletter covering new systems and major upgrades of integrated software for catalog order entry and fulfillment, as well as specialized hardware and software for managing and tracking catalog inventory and customer files.

Mr. Schell is a frequent contributor to numerous direct marketing publications and a popular speaker at direct marketing conferences on the subject of database marketing, marketing management software, choosing and using Catalog Management Software, and conducting marketing systems audits.

A consultant since 1985, he has helped dozens of catalog and direct marketing companies to select specialized database management and order-entry/fulfillment software, create profit-oriented marketing databases, and manage effective marketing and fulfillment systems on PCs, minis, and mainframes.