My, How Time Flies
With this issue, Inside Direct Mailwhich started out as Who's Mailing What!celebrates 20 years in publication. Since I have been involved with this newsletter for 12 of those 20 years, my work on this anniversary issue has felt a little bit like a trip down memory lane.
I remember well the first time I met this publication's witty and dynamic founder, Denny Hatch. While I finished the final credits of my Bachelor's degree at Temple University in 1992, I was hired by Target Marketing and Who's Mailing What! as a full-time temp editor. On my first day of work in this role, Denny stopped by my desk to say that he was the king of direct mail, his wife Peggy was the queen, and that if I worked hard enough, I could be a princess of direct mail. At that precise moment, I knew working for Denny was going to be an adventure.
Indeed, learning the direct mail business has been a terrific journey, and one that I'm glad to still be taking with readers and industry experts every day. From the beginning issues of the newsletter, the success of this endeavor can be credited to a continuous dialogue on what's working in direct mail. Via interviews with copywriters, designers, direct mailers, vendors and consultants, we get to discuss the latest trends of the day and the shibbolethsfollowed or brokenthat have helped direct mail continually grow and expand.
So you see, our 20 years in business starts and ends with our subscribers and contributors. And sometimes, they are one in the same: Considering that columnist Lee Marc Stein was one of the original subscribers to Who's Mailing What!, it seems serendipitous that he is commenting in this anniversary issue on how direct mail has changed in the past two decades.
No matter how long you've been subscribing to Inside Direct Mail, we appreciate your support. And to show it, we've added some special features to this anniversary issue that celebrate direct mail in all its glory. In addition to Stein's column, we've delved into the biggest direct mail trends of the past 20 years and analyzed design concepts that still work today. Associate Editor Paul Barbagallo assembled an all-star cast to ponder direct mail's future for this month's Straight Talk, and Assistant Editor Abny Santicola tracked down mail volumes for the past two decades to illustrate how far this industry has come.
Here's to the next 20 years of this always challenging and fascinating business. We hope you continue the journey with us!