James Parton

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.

I was heartsick to hear American Heritage magazine is folding. I remember when it was founded back in 1954, the brainchild of three TIME alumni: James Parton, Oliver Jensen and Joseph Thorndyke. It broke all the rules. It accepted no advertising, was printed on heavy, glossy paper and had a hard cover with a full-color painting printed on it. It was not just a magazine; subscribers kept every issue and displayed their collections on bookshelves, along with Time-Life books, Harvard Classics and other great continuity series of the time. American Heritage circulation promotions were created by the legendary Frank Johnson, after whom the Johnson box

by Denny Hatch If any organization has put a stamp on modern direct mail, it's not the U.S.Postal Service, but rather the recently retired, two-man creative team of Pittsburgh-born freelance copywriter Bill Jayme and Finnish designer Heikki Ratalahti. In a four-decade partnership, their stylish direct mail solicitations launched some three dozen magazines including New York, Smithsonian, Bon Appetit, Food & Wine, Cooking Light, Air & Space, Louis Rukeyser's Wall Street, Worth, Saveur, Tufts Nutrition Letter, Mother Jones and the Harvard Medical School Health Letter. In their heyday, Jayme-Ratalahti had a five-month queue of publishers and circulation managers, hats in hand, ready to pony

More Blogs