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Heather Fletcher is senior content editor with Target Marketing.

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.

Because improved readability leads to more reader engagement, which, in return, generates more response (aka opens, clicks, calls, shares, retweets, leads, orders and dollars), we're doing a follow-up to our recent article on encouraging cross-channel reader engagement. The following do's and don'ts checklist provides tips for increasing readability from both a writer's and a designer's perspective. Feel free to share and let us know what you think. (We love response!)

Robin Williams was selfish when he committed suicide, because it ruined his day, an acquaintance told me on the train on Monday night. With the news just 90 minutes old on the East Coast, my acquaintance was probably trying to be funny. This acquaintance, though, was no Robin Williams, whose gift for comedy still unites generations. My seatmate, however, did bring up one of the most important ways nonprofits can bring about positive outcomes from this tragedy: education, including correcting misconceptions, and fundraising for suicide prevention.

Offices closed, subways shut down, streets fell quiet and marketers sprung into action, with some referencing Hurricane Sandy in messaging and others taking action around the storm, which could contend for the worst on record along the East Coast. As Sandy worked her way up the Eastern Seaboard toward New York City on Monday, many agencies and marketers across the Northeast kept staffers at home. Two of the ad shops in New York City most closely situated to mandatory evacuation zones

Mobile advertising is changing the game. While you might put the television on mute when advertisements appear, mobile device owners know mobile ads (especially location-based ones) can save you money and better your shopping experience. Sense Networks, a company that extracts mobile location data for predictive analytics in advertising, gathered mobile CTR (clickthrough rates) to compare what makes consumers click ads and compared the shopping habits of East Coast and West Coast consumers.

Hurricane Irene menaced the Eastern seaboard, pounding tens of millions of Americans with wind, rain and floods—but largely sparing New York after an unprecedented shutdown of the largest U.S. city ahead of the massive storm. In New Jersey, the ocean surge and rainfall caused severe inland flooding. Gov. Chris Christie said damages there would total at least $1 billion and could reach "tens of billions of dollars." Virginia's governor called the blackout in his state its second-largest ever and warned that electricity might not be restored for a week.

The Museum of Contemporary Art (MOCA) in Los Angeles is broke, and a lot of folks are in high dudgeon.

 

Its profligate and irresponsible director, Jeremy Strick, classically trained and hired in 1999 out of the Art Institute of Chicago, has burned through $44 million of the museum’s endowment, leaving it with a paltry $6 million.

 

This is a major scandal.

 

Museum management is dithering over how to quickly raise the $25 million needed to keep the doors open and some of its programs going. Do they merge with another museum? Do they hit up some big donors? Do they hire Carl Bloom Associates to launch a direct mail campaign?

 

Uh-uh. No time.

 

The sentence that follows this one will be the most blasphemous concept that could ever be promulgated in the eyes of the ego-driven elitists who run art museums.

 

To get on its feet, MOCA needs only to sell two paintings from its permanent collection; fire the director; put some responsible, competent people on its board; suck it up and start over.

 

Sell two paintings out of its permanent collection?

 

AAAAaaaaaahhhhhhheeeeeeee!!!!

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