Arnold Schwarzenegger

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.

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.

I was thinking the other day about how "The Terminator" is a good analogy for digital media targeting. If you remember the movie plot, Skynet, a self-aware defense platform gone wrong, sends a cyborg assassin from the year 2029 back in time to 1984 to locate and kill Sarah Connor. The problem was, even with all of its advanced technology and a steroid-pumped Schwarzenegger, it had very little actionable information and was always one step behind the mother of the unborn savior of humanity.

Jokes about former California Gov. Arnold Schwarzenegger's fall from grace just may be the perfect vehicle for improving search engine rankings in real time. That's true, at least, for the host of NBC's "Late Night With Jimmy Fallon."

I’m a see guy not a hear guy.

I write better than I talk.

Expressing myself on the phone is difficult while e-correspondence is a breeze. I’m good at it; I get to the point; I don’t waste people’s time.

Nothing drives me crazier than the voice-mail jail that certain organizations have instituted. They start with the following recorded message:

“Your call is important to us …”

Whereupon I am given a world-class runaround of confusing choices—all recorded—that takes me further and further into the corporate labyrinth. One wrong choice and I am sent back to “GO.” Finally I get:

“All our representatives are currently busy … However, your call is important to us …”

What that message is really saying: “We’re having happy hour here in India and you are a big fat pain in the ass.”

In more jobs than I care to remember, my single objective was efficiency: How could the most value be created for the least cost, and then sold to delighted customers and eager prospects at the highest profit? When I read last week that two Philadelphia TV stations—Fox29 and NBC10—are going to test the possibility of sharing video footage, I was intrigued. The idea that competing news gatherers would pool their resources is a breakthrough! For example, CBS and CNN spend millions of dollars on equipment and personnel gathering news in Iraq, mostly going after the same stories, interviewing the same people and doing stand-up

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