Leon Henry

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.

With Tracy A. Gill Insert media may not be the first thing that comes to mind when you think of direct mail, but for years it steadily has grown as a revenue source for mailers interested in opening their packages to third-party advertisers and for marketers looking to tap new markets by buying into such programs. Leon Henry, insert media pioneer and founder of Hartsdale, N.Y.-based brokerage Leon Henry Inc., and Linda Callahan, the firm's senior vice president, spoke with me recently about the challenges of navigating this complex medium and the opportunities that abound for those willing to take

By Paul Barbagallo Motorcycle Madness was once a condition that almost solely infected the 350-pound Hell's Angel type who lives in old blue jeans and dirty leather. Today, motorcycling in America is more for sport than for transportation, and it is more popular with all ranges of society than at any other time, says Buzz Kanter, editor in chief and publisher of motorcycle magazines American Iron and RoadBike. "Our readers range from dentists to guys missing teeth," Kanter jokes. "We have found much of the growing popularity with motorcycles is from people well into their careers, usually in their late

How are direct marketers coping? by Denny Hatch, Contributing Editor On November 22, 1963, Consumer Reports circulation director Paul Goldberg was having lunch at the Pierre hotel in New York with two of his counterparts in the business when the maitre d' came over to say that the President of the United States had been shot. "Oh, my God!" said the woman on Goldberg's right. "Oh, my God!," said the woman on Goldberg's left. "Oh, my mail!" said Goldberg. It's a given: A major catastrophe will clobber results as Americans spend an inordinate number of additional hours watching events unfold on television while mail,

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