Chris Stagg

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.

On June 6, 2006, I devoted these pages to the tectonic change in the CBS Evening News. The piece was titled “WOMEN TAKE OVER AT LAST! With Couric and Logan on Board at CBS, Maybe the Evening News Will Come Alive.” With CBS paying Couric $15 million a year and spending $2.9 million for a new set, I had high hopes that she and her electric, articulate chief foreign correspondent, Lara Logan, would bury their tedious male competitors. Alas, a year later the program is moribund, with lower ratings than those garnered by temporary anchor Bob Schieffer. In a fascinating 6,300-word analysis of Couric—including

by Denny Hatch If any organization has put a stamp on modern direct mail, it's not the U.S.Postal Service, but rather the recently retired, two-man creative team of Pittsburgh-born freelance copywriter Bill Jayme and Finnish designer Heikki Ratalahti. In a four-decade partnership, their stylish direct mail solicitations launched some three dozen magazines including New York, Smithsonian, Bon Appetit, Food & Wine, Cooking Light, Air & Space, Louis Rukeyser's Wall Street, Worth, Saveur, Tufts Nutrition Letter, Mother Jones and the Harvard Medical School Health Letter. In their heyday, Jayme-Ratalahti had a five-month queue of publishers and circulation managers, hats in hand, ready to pony

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