Beginnings Jay Walker

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.

by Denny Hatch Never heard of Jay Walker? He has crammed several lifetimes of direct marketing successes and bombs into his 43 years. Among his successes: • The first use of videocassettes in a direct mail offer. • Marrying overnight Federal Express delivery to the catalog industry, thus creating a hugely profitable new selling season (last minute holiday gifts). • Revolutionizing magazine subscription sales with mega-success, NewSub Services. • In just six months, making his priceline.com the second most recognized Internet brand among American adults. I first met Jay Walker in 1986 when he was a storm off the coast of American Business—a tropical

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