Chuck Tannen

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.

"Once I have a buying customer, it's my license to sell that person anything I've got," Folio: editor Chuck Tannen said to me over lunch years ago. Recently, I did pieces on two organizations that embraced Chuck Tannen's business philosophy—American Girl and Playbill. These people blitz their audience with buying opportunities. I am continually astonished at the number of organizations with enormous databases of users who never make an offer for a paid product or service—e.g., Yahoo. I get the sense they are terrified of offending.

 

The most recent convert to the Chuck Tannen business model is The New York Times. I've been a reader for 60 years.

Last October, my wife, Peggy, and I invited our good friends Paul Goldberg and Joseph Dipper to lunch in Chicago, where we were all attending the DMA Conference. The hotel concierge recommended NoMI on the seventh floor of the Chicago Park Hyatt. Our table by the big window overlooked the iconic Chicago Water Tower, constructed in 1869 of Joliet (Illinois) limestone blocks and one of the few survivors of the 1871 Great Fire. Everything about the restaurant was world-class—the décor, service, food, wine and vodka (Grey Goose). Dining doesn’t get any better than that, and I would recommend it to anybody who has plenty

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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