BCS060606_ReadersResponse

 

BCS060606_ReadersResponse

Note: Denny Hatch personally replies to all correspondence. Readers respond to “When a Marketer Breaks All the Rules” published June 1, 2006, which described a mailing piece that featured a car and test drive, but was really offering digital printing. Beyond your excellent points that this piece—for a generous and presumably effective offer—misses the mark with misguided creative and poor copy, the logic even within the piece itself is inconsistent. People shopping for “high performance,” in a car aren’t usually too concerned about price. So the word “affordable” in the headline is a bad choice, because most people don’t associate that with something that for


Women Take Over at Last! With Couric and Logan on Board at CBS, Maybe the Evening News Will Come Alive

For the last 50 years television news has been the same—men, men, men. From 1949 to 1956 we were treated to the “Camel News Caravan”—a 15-minute news summary hosted by John (“I’m glad we could get together”) Cameron Swayze, who always had an ashtray on his desk and a sign with the sponsor’s logo. This was followed by 15 minutes of Perry Como or Pinkey Lee. Swayze was ousted in October 1956 to make room for the Huntley-Brinkley Report (“Goodnight, Chet; Goodnight, David. And goodnight from NBC News”). These days, the news on the three networks is a tedious and interchangeable compendium of all the