Pope John Paul II

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.

Being an advertising junkie, I am fascinated by very good ads for bad products and very bad ads for good products. The full-page, black-and-white ad on page 33 of the front section of The New York Times this past Thanksgiving morning stopped me cold—the publication announcement of what’s probably a very great, limited edition book. When you are spending $121,500 for a full-page ad in The New York Times to reach 1.09 million readers, it probably makes more sense to slavishly follow the rules of advertising than to break them all, and raise more questions in the reader’s mind than to provide answers.

What to Do if a World-class Bully Becomes Your Boss May 30, 2006: Vol. 2, Issue No. 42 IN THE NEWS Ex-'Inky' Editor: New Ownership Of Philly Papers Could Be 'Dangerous' NEW YORK--Former Philadelphia Inquirer Editor Robert Rosenthal, who spent 22 years at the paper, said the sale to a local investors group could prove problematic. "It is a unique situation and I don't think it is necessarily a great one for journalism," said Rosenthal, who is currently managing editor at the San Francisco Chronicle. "Many of them are some of the most influential business people in Philadelphia and people

Is Touchy-Feely Customer Research the Way to Go? March 23, 2006: Vol. 2, Issue No. 23 IN THE NEWS Best Buy thinks outside the big box In several concept stores located in the Midwest, Best Buy is gathering data about consumer behavior in retail outlets that are quite different from the "big box" stores normally associated with America's largest consumer electronics retailer. The new stores, with names like Eq-life, Studio d and Escape, are helping Best Buy understand how to improve the shopping experience of a new class of technology buyers. —Tom Krazit, C/Netnews.com, March 21, 2006 Brad Anderson is CEO of Best

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