Merchandise Spotlight: Books

By Denny Hatch

Maxwell Sackheim and Harry Schermann invented the negative-option concept and founded Book-of-the-Month Club in 1926. In the 1960s, John Stevenson of Greystone and, soon thereafter, Jerome Hardy of Time-Life perfected the art, science and arithmetic of continuity series—sending the first book in a series for free and then following up with one book a month until the reader has the complete set.

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Denny Hatch Author's page

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.