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

Although Peggy spent 20 years as an official in world curling, we opted out of Sochi. Aside from the expense, anti-gay bill and reports of horrible hotels, we had an unpleasant experience in Moscow two years ago when traveling for a curling event. Virtually no one spoke English. Signs were in Cyrillic script. An inveterate American traveler called Russia the most unfriendly tourist venue he had ever visited.

In spring 1958, I was about to graduate from Columbia College and head off as a draftee for a two-year stint in the Army. We were in the thick of the Cold War. Eisenhower was president and in Russia, a bellicose, bald little tyrant named Nikita Khrushchev, first secretary of the Communist Party, was claiming missile superiority over the United States and constantly threatening us with nuclear annihilation.

The mainstay of American defense was a growing fleet of giant Boeing B-52 Stratofortresses that the Strategic Air Command (SAC), under super hawk Air Force Gen. Curtis LeMay, kept in the air 24/7, loaded with nuclear bombs and missiles, and ready to head into Russia on receipt of a coded order over the radio. America’s Cold War strategy was MAD—Mutually Assured Destruction—whereby if one of the big firecrackers on either side went off, each of us would blow the other to hell.

These were very tense times.

In April 1958, for a brief and glorious moment, all the angst and terror vanished amid a sudden lovefest between the people of Russia and America.

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Mike Peterman and Holly Paulus Have you been using compiled lists successfully, but your response rates are still decreasing? Do you have a local customer file and want to mail to a large geographic area or roll out a national campaign? Are you running out of new prospects using the set of demographic/psychographic elements that you've traditionally relied upon to find qualified prospects? Have you already run through all of the managed lists that seem appropriate for your market? If you've answered "yes" to any of these questions, it could be time to have a multiple-regression analysis performed on your existing

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