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

YouTube is rolling out a new ad model option for 96 YouTube Channels. Rather than selling television style ads to certain demographics, they will now sell full sponsorship for certain YouTube channels. The ads include display, overlay and pre-roll; so basically they will cover the entire page with an ad preceding the video. The annual price tag for sponsorship is around $4 to $10 million. YouTube will cover cost of production for certain channel producers, and the producers themselves will share equally in advertising revenue, once YouTube recoups the original investment.

Over the past month, I downloaded a boatload of material on the current financial mess for my archive. One story haunted me--the surreal tale of AIG's chief executive officer, Robert Willumstad, who thought he only needed $20 billion to get out of a hole.

Four days later--after a series of reports--he discovered the tab was really $80 billion.

How can a supposedly hands-on, competent CEO misplace $60 billion?

That's $60 billion with a B!

EDITOR’S NOTE: I am delighted to welcome as a guest columnist Kenneth G. Kraetzer, vice president, CBSI, a credit card marketing services firm in Harrison, N.Y., and a member of the Sons of the American Legion Post 50, Pelham, N.Y. Suddenly the Navy is getting a lot of respect. President Bush startled the media, the military, and all of us by choosing Admiral William Fallon to replace General John Abazaid as head of Central Command in charge of the land war in Iraq. Now Admiral Mike Mullen has been picked to replace Marine General Peter Pace as Chairman of the Joint Chiefs of Staff.

One of the sublime pleasures of researching and writing this cranky little e-zine is watching a story build and then spin totally out of control—just like the cyclone in “The Wizard of Oz.” Just when you think things couldn’t possibly get worse for the people involved, they do. Julie Roehm, the 35-year-old dynamic senior VP-marketing communications at Wal-Mart was brought in from the automobile industry to oversee the company’s half-billion-dollar-plus advertising budget. She allegedly rubbed Sean Womack, Wal-Mart’s VP of marketing communications, the right way and everybody else the wrong way—and the two lovebirds were thrown out on their tails. Not only is Roehm

The dry test is a beautiful thing. If you have an itch to start a magazine, two ways exist to scratch that itch: 1. Dry test. Spend $100,000 to find a universe of likely subscribers, create a direct mail package that makes your magazine so real that people believe it exists, offer three issues free, and see if anybody responds. You won’t know retention, which only comes after the publication has started and readers either love it or are ho-hummed by it. But a dry test will let you see if your idea fogs the mirror. 2. Spend millions starting a magazine and hope someone buys it. A

By Ivan Levison The early car makers didn't waste a lot of time creating fancy names for their cars. They named them after themselves. Ford. Buick. Chevrolet. Chrysler. Dodge. Ferrari. Porsche. Rolls-Royce. Soon, however, things changed. Future generations of automobile marketers decided that they could sell more cars if they came up with exciting, evocative names -- names that men, then the principal buyers of cars in America, would find irresistible. For example, when they were marketing to the upwardly mobile family man who aspired to wealth and class, they offered the Town & Country, the Park Avenue or the Crown Victoria.

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