Washington, D.C.

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.

Heather Fletcher is senior content editor with Target Marketing.

Lindsay Hutter, the Direct Marketing Association's new SVP of communications, says she'll take a "stoplight" approach to what to change about DMA's communications strategy. She spoke with Target Marketing on Thursday afternoon before departing for the Saturday start of DMA2014 in San Diego

Would-be passengers are just climbing into strangers' cars thinking they're driving for Uber. "'Are you Uber? Well can you just be? Can we go?'" is a question tech investor Ashwin Deshmukh gets a lot when he's driving his 2009 SUV in New York, he tells Valleywag. The problem is, Uber drivers are using their own vehicles and may not be as distinguishable as, say, yellow cabs. The main mistakes customers make when getting into yellow taxis is not noticing they're already occupied or that the driver's off-duty.

In 2010, we spent 4 days in Atlantic City. Near where we were staying was a monstrous gleaming glass tower under construction, currently in temporary bankruptcy. This was the Revel hotel and casino with 1,400 rooms. It opened April 2, 2012. Revel is again bankrupt and will close in September along with three other casinos

Many fitness routines concentrate on strengthening core muscles before worrying about the rest of the body. eHealth, a Mountain View, Calif.-based online marketplace for individual and family health insurance, concentrates on its core strengths and hires the corporate equivalent of personal trainers for the parts that need more help. "We are not fulfillment experts," says Gary Matalucci, eHealth's VP of customer care. "And, as our volume has increased, I think we looked to find efficiencies leveraging, whether it's technology, scale or relationships with other vendors, to help with areas that aren't our areas of core expertise."

The Direct Marketing Association (DMA) today announced the appointment of Christopher J.W. Oswald as vice president, state affairs. Stationed in DMA's Washington, D.C., offices, Oswald will serve as the main interface between DMA, its members, state legislatures and the policymaking arena.

If you're reading this, you are likely in the business of advertising. That means you will be impacted if any tax provision or bill is passed by Congress that changes the long-held deduction of advertising costs. This is a possible outcome of the current battle over tax reform in Washington, D.C. For decades, U.S. businesses have been allowed to deduct 100 percent of advertising costs as an ordinary and necessary expense. But the approach being considered by the House Ways and Means Committee, under Chairman David Camp (R-Mich.), seeks to have businesses deduct only 50 percent

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