Stamford, Conn.

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

Heather Fletcher is senior content editor with Target Marketing.

Boardroom publishes newsletters and books to make its 55-year-old and older readers happier, healthier and wealthier. So it stands to reason that the Stamford, Conn.-based health publisher would want to do the same for itself.

Many years ago, a giant USPS truck backed up to a house in Greenwich, Conn. and dumped 14,000 identical mailings onto the front lawn. The offer: membership in The Beginning Reader's Club—the Dr. Seuss books by mail. The beleaguered homeowner told the local newspaper he was very surprised, especially because he and his wife had no kids.

I know about big airports. I grew up on Long Island exactly one mile from the touchdown point of the JFK Airport's main runway. Every two minutes a giant jet would pass directly over our house roughly 1,000 feet with an ear-splitting roar. When I lived in Stamford, Conn., I loved the 20-minute drive to the Westchester County Airport versus the 30-mile, three-hour schlep to and from LaGuardia.

As marketers are increasingly required to validate their campaign spending, new tools to track and measure ROI are needed. Enter cross-media marketing communications software company XMPie—headquartered in New York—and its PersonalEffect 5.2, an upgrade to the personalized marketing tool.

It was with great sadness that I learned of the passing of Frank Vos, 90, president of the agency that guided me in bringing the Better Homes & Gardens book clubs from the brink of ruin to profitability. I first met him over lunch, right after I took over the book clubs, and mentioned I had a Sunfish that I sailed many afternoons and weekends on Manhasset (Long Island) Bay.

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