Steve Bogner

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.

By Paul Barbagallo Like any successful marriage, even one with cyclical doses of quarreling and reconciling, a sound mailer-list broker partnership is founded on trust. Fostering a relationship of open data exchange and healthy communication is the key to realizing the potential of this mailer-broker union, list gurus attest. "We view our vendors as partners in our business," shares Bill Buchler, vice president of marketing for home maintenance catalog HSN Improvements. "A strong partnership allows for trust, and because of that partnership, I trust [my list broker] with my data. If you're in a situation where you don't have that level of trust, then

How are direct marketers coping? by Denny Hatch, Contributing Editor On November 22, 1963, Consumer Reports circulation director Paul Goldberg was having lunch at the Pierre hotel in New York with two of his counterparts in the business when the maitre d' came over to say that the President of the United States had been shot. "Oh, my God!" said the woman on Goldberg's right. "Oh, my God!," said the woman on Goldberg's left. "Oh, my mail!" said Goldberg. It's a given: A major catastrophe will clobber results as Americans spend an inordinate number of additional hours watching events unfold on television while mail,

By Steve Bogner Two sayings keep coming to my mind: "The more things change, the more they stay the same," and "History repeats itself." When looking at the past 26 years that I've been in the list services industry, it seems as if the same concerns keep resurfacing. Postal rates. When I began my career at Walter Karl Inc., the industry was bracing itself for a postal increase. Sound familiar? Back then, the cost of mailing 1,000 Third-class pieces was about to increase to $39/M. The industry has made it through several postal increases and will survive the most recent one, as well. Privacy

By Alicia Orr Suman HAVE YOU BEEN TO A MALL LATELY? Check out the fashions sported by the teenage girls: In their low-slung jeans and halter tops, they look like flashbacks to the 1970s. Walk into the music store, and they're promoting the Beatles' album (which, by the way, my 5-year-old daughter thinks is "cool"). I thought I was alone in noticing this 1960s-1970s redux. Then I read a column by Karen Heller in The Philadelphia Inquirer's Sunday Magazine last weekend about the state of fashion, music and popular culture today. Basically, it said that there's nothing new. Everything's been recycled—a throwback to the

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