Jonah Gitlitz

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

By Denny Hatch In March 1991, I received a mailing from the Direct Marketing Association (of which I was a member) with the following lead: Dear DMA Member, how many magazines and newspapers cross your desk each week? If you are like many busy direct marketers, you probably still have the last three issues of DM News [also a DMA member], along with various other trade publications, piled in your in-box. The offer was for a subscription to Direct Link that would do away the need to subscribe to any of 100 trade journals. Instead, the Direct Marketing Association (DMA) would provide "a

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