Raymond Loewy

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.

There is a complex relationship between Web applications (apps), utility and marketing. Too many marketers use apps solely as marketing vehicles—resulting in self-indulgent, pointless widgets. To create truly successful apps, marketers need to take off their marketing hats and create user experiences their customers need, want and enjoy.

by Denny Hatch If any organization has put a stamp on modern direct mail, it's not the U.S.Postal Service, but rather the recently retired, two-man creative team of Pittsburgh-born freelance copywriter Bill Jayme and Finnish designer Heikki Ratalahti. In a four-decade partnership, their stylish direct mail solicitations launched some three dozen magazines including New York, Smithsonian, Bon Appetit, Food & Wine, Cooking Light, Air & Space, Louis Rukeyser's Wall Street, Worth, Saveur, Tufts Nutrition Letter, Mother Jones and the Harvard Medical School Health Letter. In their heyday, Jayme-Ratalahti had a five-month queue of publishers and circulation managers, hats in hand, ready to pony

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