Cheryl Bagdan

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 Noelle Skodzinski If you tested one insert program a day, it would take you four years and counting to test them all. "There are more than 1,500 insert programs available today," says Leon Henry, chairman/CEO of Leon Henry Inc., a 50-year-old insert and list management and brokerage firm. "And there will be more." The insert field received additional attention when it augmented its popularity, at least in industry press, with the renaming of the Direct Marketing Association's (DMA) Alternate Response Media Council to the Insert Media Council, which held its first-ever Insert Media Day in the fall of 2003. "It's

By Noelle Skodzinski If you tested one insert program a day, it would take you four years and counting to test them all. "There are more than 1,500 insert programs available today," says Leon Henry, chairman/CEO of Leon Henry Inc., a 48-year-old insert and list management and brokerage firm. "And there will be more." The insert field has received additional attention of late, augmenting its popularity at least in industry press, with the recent renaming of the Direct Marketing Association's (DMA) Alternate Response Media Council to the Insert Media Council, which held the first-ever Insert Media Day last fall. "It's certainly becoming

How are direct marketers coping? by Denny Hatch, Contributing Editor On November 22, 1963, Consumer Reports circulation director Paul Goldberg was having lunch at the Pierre hotel in New York with two of his counterparts in the business when the maitre d' came over to say that the President of the United States had been shot. "Oh, my God!" said the woman on Goldberg's right. "Oh, my God!," said the woman on Goldberg's left. "Oh, my mail!" said Goldberg. It's a given: A major catastrophe will clobber results as Americans spend an inordinate number of additional hours watching events unfold on television while mail,

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