Matisse

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.

The story of Warren McDowell, publisher of The Fire Island Journal, delivering 6,000 copies of his semi-weekly newspaper by boat to the retailers of that summer resort grabbed me. Fire Island is a quirky barrier island off Long Island’s South Shore, 32 miles long and half a mile wide. Cars are not permitted on the island. The only way to get there is by ferry, private boat or swimming. The wheeled vehicles of choice are kids’ wagons that carry everything—your luggage, groceries, dry cleaning and babies. Sure, the publisher could get a permit for a delivery truck to drive the beach. But this

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