Research Catalog

Being direct : how I learned to make advertising pay

Title: Being direct : how I learned to make advertising pay / Lester Wunderman.
Author: Wunderman, Lester.
Publication: New York : Random House, 1996.

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Item details
Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5810.W86 A3 1996	Off-site

Description

xxiv, 305 pages; 25 cm

Summary

Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club, and the high profile of L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future.
Here is his own story, in his own words, of how he did it - how he learned to make advertising pay.
Direct marketing is a strategy for putting manufacturers directly in touch with consumers - the blueprint for the "disintermediation" of the digital world. Back in the fifties and sixties, while other ad agencies disdained what was then called mail-order selling, Lester Wunderman used his instincts and skills to revolutionize the industry.
He was responsible for a number of firsts: He introduced bound-in subscription cards for magazines, founded the first "virtual store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use an 800 number to sell their magazines. Today, direct marketing accounts for 15 percent of all retail sales worldwide.

Subject

Note

ISBN

0394540638

LCCN

96033996

OCLC

Owning Institutions

Columbia University Libraries