Great Britain

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

The problem smacked me in the face as I opened a recent Sunday edition of The New York Times. Being a marketing and advertising nut, I am as interested in the promotional stuff as I am in the news. Amid the blizzard of various sections I found a gorgeous little 5-1/2" x 8-1/2" free-standing insert with the following headline: Great Britain's master chocolatiers invite you to taste ULTIMATE CHOCOLATE.

Visit London announced today that its revamped email marketing campaign posted a 104 percent increase in open rates in the past six months. The official visitor organization for the capital of Great Britain, Visit London posted the results using ExactTarget’s email marketing technology in tandem with its recent integration of Web analytics provider Webtrends to deliver the most targeted email to subscribers.

Check out the “In the News” story at right. The Philadelphia Inquirer chose a headline with a local slant. “The Drudge Report” said it better:

Woman Lost Millions With Madoff, Now Cleans Houses ...

My private dossier on Bernie Madoff—who admitted to running a $50 billion Ponzi scheme for years—is bulging with 44 stories (so far). Madoff was an intermediary: He got between investors and savers and their money.

Our lives and businesses are totally entangled with intermediaries. And some of them are very, very bad.

This is about disintermediation:

The elimination of intermediaries in the supply chain, also referred to as "cutting out the middlemen."

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?



The 10 Most-common Mistakes Americans Make By Klaus Piske Marketing to Europe just got easier. On Jan. 1, 2002, 12 member countries of the European Union (EU) abandoned their national currencies and began circulating a new currency, the euro. Although three countries, including Great Britain, elected not to participate in the new currency, this development represents a significant step forward. And U.S. marketers stand to benefit handsomely from the change. But as the saying goes, "The more things change, the more they stay the same." While the money may be easier, potential pitfalls remain for U.S. direct marketers who don't come prepared.

by Lisa A. Yorgey Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands. Here's a look at some of the media options worldwide. • Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director

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