Peter Sealey

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.

American shoppers love deals. We love bargains. We love to save money. We love coupons. Those free standing inserts (FSIs) loaded with discount—or “cents-off”—coupons that clog our newspapers every Sunday and give hernias to the delivery people are there for a reason: They move merchandise. In 2006, 270 billion coupons were distributed—roughly 2,500 for every household in the U.S. Wait in line at any supermarket checkout counter and you will see shoppers happily redeeming them. Kristina Davis of Marietta, Georgia, told Steve Lohr of The New York Times that by clipping coupons from the Sunday paper and redeeming them at the supermarket, she saves 30% to 40% every

By Alicia Orr Suman TRASHing Direct mail seemed to be the theme for much of the annual DMD New York Marketing Conference & Expo (held for the first time at the Javits Center-—ugh—in June). I long considered this event a wealth of ideas for direct marketers. The best consultants from New York and around the country spoke at the show, and practitioners—from publishers to bankers—were there to network and learn. This year, however, I was disappointed when the keynote and luncheon speeches had little to do with direct marketing. One speaker went so far as to bash direct mail while hailing e-mail marketing as

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