Rapp Collins

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.

What’s the biggest difference between old-fashioned junk mail and trendy new email and its spawn? I mean, apart from the fact that junk mail is now horrifically expensive? So asks John Watson of Watson Phillips Norman. I remember Graeme McCorkell (he started an agency called MSW long before you were born, which became MSW Rapp Collins, which became WWAV Rapp Collins, which became Rapp … ) some years ago made a point that’s probably even more relevant today. You can touch direct mail. No other medium (even then) could bring tangibility into the communications process. What did it feel like?

Every direct marketing entrepreneur, manager, copywriter and consultant—even before the days of Claude Hopkins, J.K. Lasser, John Caples and Max Sackheim—had their own rules, "secrets" or "discovered truths." Dick Benson tested, modified and codified those rules that applied specifically to direct mail, especially in publishing, making them his own, and added others that came out of his client work and newsletter business. So, how do these hold up today?

It’s a simple dictum: Get creative. And in the past it almost seemed like a luxury, partly because the numbers were on our side with the mass mailings. How much that will be the case in a troubled economy, however, remains to be seen. I just returned from an industry trip, where I gathered some answers. It was the Direct Marketing Association (DMA) 2008 show in Las Vegas, beginning Oct. 11, and it included attending the 2008 International ECHO Awards hosted by “Tonight Show” host Jay Leno at the Bellagio Las Vegas. Leno was passably funny, but he stuck to his usual

by Lisa A. Yorgey Lists are harder to find outside the United States. Not only are there fewer lists, but the universe of names is smaller and more expensive to rent. As such, direct marketers should consider other media to complement their overseas direct mail efforts. One reason for the lagging international list market has been the lack of subscription lists. In Japan and parts of Europe and Latin America magazines are primarily sold on newsstands. Here's a look at some of the media options worldwide. • Beyond direct mail, space advertising is clearly the number one choice, says Nigel Rowe, managing director

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