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

Back in 1984, when Peggy and I started a newsletter and archive service about junk mail for junk mailers, it took about 30 seconds to come up with a name. The two criteria: The name should instantly communicate what the business is; and we didn't want my name on it. If we ever sold (for example), "The Hatch Report," the buyer should not be shackled with my name. The name we came up with (in 30 seconds): WHO'S MAILING WHAT!

Readers Respond to “Immigration: Put a Direct Marketing Writer in Charge,” published June 20, 2006, which urged that all the facts of a situation be put on the table before a major decision is made. I greatly appreciated your article on pursuing hard facts before forming policy (we wouldn’t pitch a product without knowing the real benefits.) And here it comes....I visited the cheap tomato Web site and I believe this is nothing more than a racist, conservative spin article. My boyfriend is from South America and education is a very high priority for families—note Chile’s continuing expansion in education. What this ‘farmer’ describes

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