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#140 - Antique Magazines Club
Denny Hatch -- Direct Mail Expert Denny Hatch -- Direct Mail Expert
For Immediate Release:
Dateline: Philadelphia, PA
Wednesday, December 1, 2021

#140 Blog Post – Wednesday, December 1, 2021


Posted by Denny Hatch


Drop-deadGlorious Advertisement

Discoveredin a 90-year-old Magazine.



Above is a fascinating antique—thecover of Fortune Magazine’s Issue #1—the Premier Launch number. It wassent to me out of the blue. I did not order it. I did not expect it. When Iopened the package it was obviously the real deal—a giant, oversized authentic 11” x 14” originalof 184 pages—not a reprint. A behemoth! A jewel!


Amazingly, it’s 90 years old!


I was stunned!


As founder and proprietor of the WHO’SMAILING WHAT! newsletter and archive service I received tens of thousands of unsolicitedmailings over 30 years. But never a treasure like this!


The first thing I did was Google usedmagazines for sale and discovered one guy selling this issue for $225! This wasemphatically not a piece of junk mail I was going to throw away!


The Back Story of This Mind-blowing $225 Gift

The sender was long-time acquaintanceand colleague Mitchell Davis, a polymath—a walking, talking bundle of PRand business knowhow, in touch with thousands of leading executives and journalists as well as being the propagator of thousands ofnews releases. His CV:


Editor and Publisher of the Yearbookof Experts, Authorities & Spokespersons www.expertclick.com.


Director General of the InternationalPlatform Association, the speakers’ association founded by Daniel Websterin 1831. www.InternationalPlatform.org.


Founder of The NewsCouncil that enables nonprofit groups to use the power of networking freeof charge. www.newcouncil.org.


In the first 20 years of my checkeredcareer, I ran book clubs, started a book club and worked on a number of continuityseries. I know precisely how clubs and continuity series work, as well as thearithmetic and the formula for profitability. Here’s Mitch’s deal:


Historic Magazine Subscription Service

• Sign up and receive an historicmagazine each month billed at $7.95 (or $79 annual) or one a week for $5.95 (billedmonthly at $23.80 or $238 annual).

• Cancel any time for a full refundon un-mailed issues.

• Four choices of historic magazines:1) Selection of all magazines without Playboy or…  (2) All magazines including men’smagazines or… (3) Fortune only for $295 a year or… (4) Playboy onlyfor $195 a year.

The Free Sample issue enclosed isa gift for you to keep—no strings attached.




I immediately emailed Mitch, told him:

(1) I would subscribe.

(2) I wanted to do blog post on thenew service. I asked who was his book club consultant? Who was his backer—orwhat organization was he working with?


On receipt of my email, Mitch phonedme. This is entirely his idea. He is his own consultant. He dreamed it up, researchedthe second hand magazine business, decided to launch the service and wrotehis own copy.


Mitch was thrilled to hear from me. “Isent out one mailing and you responded,” he said. “That’s a 100% response!”


It turns out Mitch had sent me anabsolute treasure!


I Opened Fortune Issue #1, and Discovered

The Lede Ad on Page Three Is a Masterpiece!



Here’s the text of the above ad:






Whether you are a Californian for onemonth a year or twelve, you can pack more of the Coast’s pleasures into eachbusy day with a plane—especially if it’s a COMMUTER.


  With this versatile Keystone-Loening Amphibian, you take off and alightwith equal ease on land or water. Every port becomes an airport, every ranch alanding field. Lake Tahoe is as accessible to you as Grand Central Airport.


  Get your party together—the roomy cabin of the Commuter seats four,sociably, with plenty of space for golf bags, guns or tackle. Touch the starterand the engine whirrs into action. Skim the water or the turf a few seconds,then soar into the sunshine at a thousand feet a minute.


  Go up five, ten, even fifteen thousand feet. From your comfortableobservation cabin, watch this glorious coast unfold beneath you. Follow it swiftly—overtakeit. Look down on famous bays and beaches, on historic harbors and Hispanicmissions. Turn inland and admire the grandeur of snow-capped peaks, or seawardto Catalina and its sport. Alight—wherever your fancy dictates or your guestsdesire. You can—for you fly a Commuter.


  Your range is 400 miles at a hop. You can breakfast at the Fairmont,lunch and refuel at Santa Barbara, stop for tea at Coronado, then cross intoMexico and introduce your guests to quaint Ensenada and its luscious lobsters.With 300 horse-power at the throttle, altitude and distance vanish—into thinair.


  Get a Commuter and join the playbirds. Their sanctuary lies bathed insunshine, between the Sierras and the Sea.






Sales Offices: 27 West 57thStreet, New York








How Does 90-year-old copy stack up

Against 2021 Copy for Private Jets?

In short, damn well. Below are thehotshot techie lede paragraphs for five 21st century corporate jets:


Gulfstream G65OER

Extended Possibilities

The clean-sheet G650 family offers speed and range combinationsthat can save you significant time over the course of a year. The G65OER offersa maximum rage of 7,500 nm/13,890km at Mach 0.90, building upon the range of theG650, which covers 7,000 nm/12,964km at Mach 0.85 and 6000nm/11,112 km at Mach0.90.


Dassault Falcon 8X


Of all the large-cabinjets on the market, the Falcon 8X alone provides a unique combination ofefficiency, flexibility, long range and quiet, spacious comfort. All perfectlybalanced to create a flying experience that exceeds the expectations of themost demanding customers. It incorporates Dassault’s considerable experience infighter-derived flight control; ultra-efficient, long-range performance; soundreduction technology and adaptable interior spaces.



Bombardier Challenger 650

This Aircraft Means Business

The ultra-smooth, super-midsizeChallenger 350 by Bombardier is purpose-built for efficient performance andexceptional comfort. Its spacious, stand-up cabin is punctuated with artisanalcraftsmanship and touchscreen technology, while its unique sound dampeningcapabilities keep your in-flight experience amazingly quiet.


Cessna Citation Longitude


The CESSNA CITATION LONGITUDE aircraftwas designed with your business and return on investment in mind: transatlanticrange, advanced engineering and an unforgettable cabin experience all cometogether with the lowest direct operating costs of any super-midsize jet.Simply put: this aircraft delivers the reliability and efficiency you need tomaximize the value of every mission. Take control of your most valuable assetand see how far you can go with the Citation Longitude super-midsizejet.



Founded in 2006, Honda Aircraft Company is the latest venture inHonda’s drive to enhance the freedom of mobility. We use the most advancedtechnologies to build safer, more efficient aircraft that defy industry normsand meet a variety of different missions. We are driven by a desire to enhancethe benefits and increase accessibility of private aviation. Discover how ouraircraft are tailored to meet your unique needs.



Takeaways to Consider



• Antique magazines provide a fascinating window into America’s past.This is not dry-as-dust history. Rather it’s superb writing and illustrations thatcapture the energy, exultation and angst of the epochs our parents and grandparentswent through.


• My opinion from years of runningbook clubs and continuity series: Mitch Davis’s HISTORIC MAGAZINESUBSCRIPTION SERVICE can never be a giant club with a six- or seven figuremembership à la Book-or-the-Month, Literary Guild or TIME-LIFE Books.


• But as an exclusive boutique membership organizationit is a serendipitous journey that can enrich your understanding of how we got tobe the people we are today.


• You’ll find an ever expanding bonanza of ideas forproducts, services, copy approaches, headlines and offers.


• You’ll also be acquiring a one-of-kindprivate library of magnificent antique magazines chock-a-block full of ideas,stories and illustrations that will enhance your knowledge and understanding ofhistory, science and business know-how.


• You’ll love being able to dazzlefriends, family and professional colleagues with your extraordinary insightsand grasp of the past.


• Oh, yeah… it’s also a helluva lotof fun!


• Go, Mitch!




(202) 333-5000




Word count: 1347

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At age 15, Denny Hatch—as a lowly apprentice—wrote his first news release for a Connecticut summer theater. To his astonishment it ran verbatim in The Middletown Press.He was instantly hooked on writing. After a two-year stint in the U.S. Army (1958-60), Denny had nine jobs in his first 12 years in business. He was fired from five of them and went on to save two businesses and start three others. One of his businesses—WHO’S MAILING WHAT! newsletterand archive service founded in 1984—revolutionized the science of how to measure the success of competitors’ direct mail. In the past 55 yearshe has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing.



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