Houghton

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.

That Bookspan—the amalgam of the old Book-of-the-Month and Literary Guild—was cited and fined for treating customers badly is a shame. It’s true that the negative option book club is—without question—the most complex of direct marketing business models. It operates under a crushing schedule of 15 mailing cycles a year. Ten to 15 different kinds of communications between the member and the club could be in the mail at any given time: packages of books, returned books, announcements of new books, rejection (do-not-ship) slips, bills, statements, dunning efforts, payments, bonus book orders and bonus books shipped. All of these transactions are date sensitive. If a rejection

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