Louise Story

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.

Tuesday’s edition of this e-zine dealt with the massive problems of China’s overheated economy being exacerbated by appallingly bad PR. Instead of speaking with one soothing voice, many Chinese government agencies and individuals are insulting their customers and ripping the world’s media for allegedly unfair coverage. The beat goes on. Audra Ang reported yesterday that Li Changjiang, director of the General Administration of Quality Supervision, Inspection and Quarantine, blames Mattel for bad toy design. But … when you think about it, Mr. Li has got it right this time. It also appears that Mattel may be competing with China for the world’s poorest PR practices. Mattel’s Huge PR Coup: A

When I was publishing the newsletter, WHO’S MAILING WHAT!, I would get outraged letters from readers if ever a media story used the term “junk mail” in the headline or copy. How times have changed. Next to telemarketing calls at dinnertime and cascades of spam, junk mail is beloved. For several years I have said that with the existence of the Do-Not-Call Registry and Can Spam Act, direct mail would once again become the workhorse of direct marketing. My prediction is coming true. According to Louise Story’s article in The New York Times, last year, marketers sent more than 114 billion direct mailings—catalogs, envelope efforts, self-mailers

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