My attendance this October at the Direct Marketing Association Conference, held at the massive McCormick Place in my quasi-hometown Chicago (I am a suburb dweller by way of full disclosure), reinforced my faith in many of the foundations of direct marketing. I interviewed Dennison (Denny) Hatch, a respected practitioner of direct marketing for many years, and an inspiring if irreverent voice in the wilderness that was October in these circles. Hatch feels that direct mail response rates ...

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