Forbes

Good PR Can Guarantee High Job Approval Ratings and High Stock Prices What government and the private sector can learn from one another
June 8, 2006

The Bush Administration is being terribly hurt by the media. The Government Accountability Office issued a report in January 2006 stating that the current administration in Washington spent $1.6 billion on public relations over 2-1/2 years. Of that, $1.1 billion was for military recruitment. That leaves $500 million for image building. Yet the president’s job approval rating is in the mid- to low 30s. What’s gone wrong? Dwight Eisenhower, Master of PR If you saw George C. Scott in “Patton,” you will recall the slapping scene. Patton, visiting grievously wounded and dying soldiers in a field hospital in Sicily, came upon Pvt. Charles H. Kuhl of the 26th Infantry

The Passing of William Rehnquist
September 8, 2005

Who is the keeper of your flame? Denny Hatch's Business Common Sense (September 8, 2005): Vol. 1, Issue #29 IN THE NEWS Chief Justice William H. Rehnquist died Saturday evening of cancer, ending a remarkable 33-year tenure on the Supreme Court and creating a rare second vacancy on the nation's highest court. --Gina Holland "Chief Justice Rehnquist Dies at His Home" The Associated Press, Sept. 3, 2005, 11:58 p.m. U.S./Eastern Shareholders of Nextel Partners have bid up its stock like a piece of hot Manhattan real estate, gambling that Sprint Nextel

Time Warner and the Vision Thing
August 18, 2005

As Time Warner Goes, So Goes TIME IN THE NEWS Despite recent major world events like the London terrorist bombings in July and the late December tsunami in Thailand, newsweeklies continued to struggle for the first half of the year. Time magazine, published by Time Inc., saw circulation remain flat for the period at 4.05 million, while newsstand sales dipped 3.4 percent to 157,217 copies. Newsweek saw its newsstand sales plummet 14 percent to 126,163, while total paid circulation rose 1.8 percent to 1.05 million. --Stephanie D. Smith "ABC: Celeb Titles Enjoy Circ Gains" MEDIAWEEK.COM, Aug. 16, 2005 NEW YORK - Financier Carl Icahn

Direct Marketer of the Year: Beth O’Rorke, COO and Vice President, The Economist
October 1, 2004

Playing by the old rules—and winning big. In 1981, Beth O’Rorke had been out of work for three months after spending a year as circulation manager for a start-up magazine called Prime Time, which had run out of money. Robert Cohn of the PDC circulation modeling consultancy steered O’Rorke to The Economist, a British magazine that needed someone to take charge of its direct mail, which she could do in her sleep. On her way to the interview with circulation director Peter Kennedy, O’Rorke bought a copy of the publication at a 42nd Street newsstand and blinked in disbelief. Here was a skinny little

Famous Last Words: A Business Proposal -- WIPCO
October 1, 2004

A great tragedy of modern business was to allow the World Wide Web to become advertising-drive rather than information-driven. Users should pay for the incredibly valuable information and entertainment it provides. I receive The Wall Street Journal in hard copy daily. As a result, I am eligible to get the publication online for $39 a year. Included in that subscription is access to the Dow Jones-Reuters-Factiva archive—a monumental collection of data going back 10 years from a thousand media sources in 118 countries and 22 languages. Type in a subject, and Factiva gives you dozens of articles—the publications in which they appeared, the date,

Direct Mail Trends of 2001
October 1, 2001

A Round-up of What's Working in the Mail Right Now By Hallie Mummert This year has been no bed of roses for many direct marketers. A stagnant economy paired with increases in postage and other fixed operations costs have dealt marketers a double whammy in budgeting for direct mail programs. A mature market offers another challenge to direct marketers looking for a creative approach that's going to get the job done in the mail. The result is a good deal of uncertainty about what might work best. In years past, you could identify clear trends in format and offer strategy—such as when the double

Going Where Your Prospects Go (927 words)
July 1, 2001

Strategies for using alternative media to surround your market By Denny Hatch When I started out in this business back in the 1960s, bulk mail postage cost as little as 2 cents and 3 cents. Consultant Paul Goldberg reminded me that when list rental prices went up from $12.50/M to $15/M, the industry screamed bloody murder. What's more, back in those halcyon days, people did not receive much advertising mail; your piece would be scrutinized and acted upon. Today, direct mail represents a very different story. The basic bulk mail postage rate is a whopping $250/M. If you mail a good deal and

Lists Golfers May Be Hole-in-One Targets (862 words)
July 1, 2001

By Kate Mason Imagine a typical American golfer. Do you picture an older gentleman playing a pristine, private course, donning plaid pants, while deepening his perpetual, George Hamilton-inspired tan? If so, think again. Who They Are Perhaps surprisingly, the average age of the some 26.4 million U.S. golf enthusiasts is 39 years, and 75 percent of active golfers play on public, not private, courses. "There is a perception that golf has been a game for older, retired men," says Judy Thompson, director of media relations, National Golf Foundation. "But while the typical golfer is male, the average age has been fairly young

Inside the Harvard Business Review Content Comes First (1,872
May 1, 2001

By Lisa Yorgey The whole of Congress reads it, and its subscriber file reads like a Who's Who of corporate America. Housed in a renovated military arsenal located a few miles from Harvard University's main campus in Cambridge, MA, The Harvard Business Review has been helping its readers improve the practice of management for eight decades. First published in 1922 by Harvard Business School Dean Wallace Donham, the Harvard Business Review is the flagship of Harvard Business School Publishing (HBSP), a wholly owned subsidiary of Harvard University. Meeting the needs of its blue-ribbon subscribers is paramount. "Content is always first—across all media," attests

Magalogs - Send the Sizzle or the Steak (1,821 words)
May 1, 1999

by Denny Hatch A direct mail format that has always baffled me is the magalog—that curious 81⁄2˝ x 11˝ booklet that is a cross between a magazine and a catalog. The very first magalog was a self-mailer written by freelancer Dick Sanders and designed by freelancer William Fridrich in the mid-1980s for Dick Fabian's Telephone Switch Newsletter. Sanders' sales letters kept getting longer and longer, and he kept wanting to make them longer still. At the same time, the creative team felt the need to break up the information. Clearly a new format was needed, and since Fabian had done a self-mailer,