Susan Pepperdine

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

Readers respond to “Before Changing Your Business Model, Consult a Direct Marketer” published June 29, 2006, which commented on Zale Jewelers changing the business model without testing. * ”For a test cell to be a clear winner, the number of responses must be more than double the square root of total orders.” —Axel Andersson Q. Do I need a slide rule or an abacus to implement this technique? —Andrew Bartholomew DH replies Example: You have two tests that bring in 100 orders. The square root of 100 is 10. Thus if test A brings in 60 orders and test B brings in 40 orders, test A is the winner by

A Veto That Probably Destroyed Eight Million Dreams This is the saga of two high profile, deeply flawed organizations joining forces to create a public relations catastrophe--New York City and the U.S. Olympic Committee. What happened? A bunch of rich city slickers were able to con the rubes from Colorado Springs into choosing the Sour Apple over San Francisco for an Olympic venue. But they could not con the canny pols in Albany and Manhattan into selling them the land at below-market value and ponying up $300 million of taxpayer dollars so the New York Jets football team could have a spiffy new stadium.

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