42nd Street

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Our Relationship Begins When You Tell Me a Story! This past November, I flew to New York City for the Silver Apple Award ceremony. My friend Murray Miller of American Express was among the individuals being honored, and my friends at Boardroom/Bottom Line received the Corporate Apple Award. After each award, the honoree said a few words, well actually a lot of words, which is OK with me. It struck me, as it does every year at the Apples, that long-time direct marketers all seem to be great storytellers. I think that’s one reason the ceremony always is packed. We like hearing their tales

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

More Blogs