Henry Castor

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.

Newspaper journalists always spell "lead" as "lede." In their argot, a "headline" is a "hed." What triggered this column was Hewlett-Packard's full-page advertisement in The New York Times of July 18, 2014, costing $194,166.00. "The wickedest of all sins is to run an advertisement with no headline,"

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