William F. Buckley

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.

MacRae Ross was a client many years ago and a great guy. He taught me a lot. Everybody that knew him loved him. Mac was smart, bubbling with energy, a devout rugby player, great conversationalist and party animal. I heard that he married a lady named Marji and became a father. But he was in the Washington, D.C., area while my wife, Peggy, and I were living in Connecticut, so we lost touch. Last year, I was deeply saddened to hear Mac had died of pancreatic cancer in 2006. He was so very young. In the July 16, 1998, issue of Fast Company, Lisa

by Bob Hacker This analysis of Easton Press is based on reviewing only four control packages and without the benefit of seeing any list segmentation or program performance figures. Targeting is inferred from product definition, copy platforms and appeals. The Basic Business The first thing we see is that the business is based on a few fundamentals that don't change: • The content always appears to be of high intrinsic value because of the author and/or the subject matter. • All titles are presented as "limited" or "special" and use exclusivity and "fear of loss" to build value. • The titles are

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