Holland

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.

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

The beauty of direct marketing is that it proves itself. And as the new marketing channels—Web, mobile, social—are developing, they're proving themselves, too.

I just finished a splendid book, "The Forger's Spell" by Edward Dolnick, about how a mediocre painter named Han Van Meegeren painted a series of "Vermeers" in the 1930s and 1940s and conned the European art establishment into believing they were real. One of his forgeries was the crown jewel in the collection of the world's greatest art thief, Reichsmarschall Hermann Goering. It was a delicious hoax.

When I put the book down and started looking for news stories to pin this column to, I found August was an extraordinary month for hoaxes, fakes, scams, scandals and pranks. Let's start with Wine Spectator.

Thomas Matthews, Executive Editor of Wine Spectator, is pissed. For starters:

Wine Spectator learned yesterday that, for the first time in the 27-year history of our Restaurant Awards program, a fictitious restaurant has entered its wine list for judging. To orchestrate his publicity-seeking scam, Robin Goldstein created a fictitious restaurant in Milan, Italy, called Osteria L'Intrepido, and then submitted a menu and wine list to Wine Spectator's Restaurant Awards as a new entry in 2008. The wine list earned an Award of Excellence, the most basic of our three award levels. Goldstein revealed his elaborate hoax at a meeting in Oregon last week. He is now crowing about the fraud on his own Web site. The story has been picked up in the blogosphere, and now Wine Spectator would like to set forth the actual facts of the matter.

"Facts of the matter?"

Mr. Matthews, you were bamboozled. Hornswoggled. Thimblerigged. Flimflammed. Your awards program is a deeply flawed business model.

Gotcha!

Adieu, Franc! Bonjour, Euro! By Lisa Yorgey Fireworks, parades and great fanfare marked France's adieu to the franc, a currency in circulation in its current form for more than 200 years. The Germans were a bit more pragmatic in their lebe woh—or goodbye—to the deutsche mark and let it quietly retire, reports Sascha Fuhren, marketing director, Deutsche Post. In total, about 304 million people living within 12 European countries have bid a fond farewell to their national currencies and embraced the euro. The Changeover The three-year transitional phase for the euro currency came to an end on Jan. 1, 2002. Euro cash

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