Ed Elliott

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.

When I was publishing the newsletter, WHO’S MAILING WHAT!, I would get outraged letters from readers if ever a media story used the term “junk mail” in the headline or copy. How times have changed. Next to telemarketing calls at dinnertime and cascades of spam, junk mail is beloved. For several years I have said that with the existence of the Do-Not-Call Registry and Can Spam Act, direct mail would once again become the workhorse of direct marketing. My prediction is coming true. According to Louise Story’s article in The New York Times, last year, marketers sent more than 114 billion direct mailings—catalogs, envelope efforts, self-mailers

by Denny Hatch A direct mail format that has always baffled me is the magalog—that curious 81⁄2˝ x 11˝ booklet that is a cross between a magazine and a catalog. The very first magalog was a self-mailer written by freelancer Dick Sanders and designed by freelancer William Fridrich in the mid-1980s for Dick Fabian's Telephone Switch Newsletter. Sanders' sales letters kept getting longer and longer, and he kept wanting to make them longer still. At the same time, the creative team felt the need to break up the information. Clearly a new format was needed, and since Fabian had done a self-mailer,

More Blogs