What I Learned at the DMA

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 rat

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