Ted Williams

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.

Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.

From 1969 to 1972, the retail success story Sears used the catchy jingle, “Sears Has Everything!” Not anymore. It’s ironic that Sears, the mail order giant of the 19th century that dominated retailing throughout the 20th century could not survive the e-commerce age of the 21st century. After all, Sears created mail order marketing — which evolved into direct response marketing, right?

I was an official one day at the 2002 Winter Olympics in Ogden, Utah. When the U.S. Women’s Curling Team came off the ice after a game, I was assigned to follow one of the players around until she felt ready to present a urine sample. She yakked with friends and fans, made a cell phone call, downed some bottled water and smoked a cigarette. Eventually, she went into the lounge where the World Anti-Doping Agency had set up shop and my brief officialdom came to an end. I was introduced to her friends as “my watcher” and was uncomfortable the whole time. But

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