An exclusive insider's look at the art and science of direct mail creative technique -- copy approaches, design, formats, offers -- unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail.

There are laughs at everyone's expense in this slick, sometimes raunchy spoof.- Publishers' Weekly. As a writer, (Denny) Hatch is no slouch. In a mirror-slick, ribald style, he has fleshed out his wishbone with a cast of characters that would make Thorne Smith whirl in his grave. A lovable Nazi, an ebullient Greek with two phones in his Cadillac, a National Guard Colonel who wants to take on the 101st Airborne and a neighbor named E. Kirk Hall are just a few of the batty but believable characters who help make the whole, wild idea seem almost plausible. And Hatch can be very funny. Cedarhurst Alley will not have airline executives queuing up at bookstores to rush copies to their stockholders. But if taken in the vein in which it was undoubtedly written, it is a humorous, highly readable book.- Business and Commercial Aviation. Moreover, the book is not what you would expect. It is sound enough technically to satisfy the stomachs of controllers and pilots-a burp here or there perhaps. It should also satisfy the legal beagles. There are exaggerations sure, but the author has done a masterful job of researching and studying the noise problem. at once hilarious, provocative-and sobering.- Journal of ATC (Air Traffic Control). The serious undercurrent tends to be forgotten because of Mr. Hatch's playful approach, his frequent tongue-in-cheek fooling, and general humor which ranges from some clever dialogue and snappy observations to wildly imaginative characters and musings.- Best Sellers.