Forbes, Publisher and DM Innovator, Dies

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J. Wendell Forbes, a magazine publisher and an innovator in the direct marketing industry, died July 7 in Danbury, CT. He was a longtime deputy publisher of Guideposts magazine and was among the first to use telemarketing to sell subscriptions some 40 years ago.


From 1948 to 1970, Forbes, a native of Western Canada, worked in circulation and direct mail for Time Inc., including stints as circulation director for Life magazine, administrator of the book publishing division and other posts. From 1973-74, he served as manager of direct response advertising for Young & Rubicam International.


In 1964 Forbes served as chairman of the board of the Direct Mail Advertising Association, which was later renamed the Direct Marketing Association. He also won the DMA Circulation Council's Circulation Hall of Fame Award in 1998; the Silver Apple Award from the Direct Marketing Club of New York in 1989; and the Lee C. Williams Award Memorial Award for his contributions to periodical publishing circulation in 1991. In 1995 he was named to the DMA Hall of Fame.


Memorial Services are scheduled for Friday, Aug. 6, at First Congressional Church in Ridgefield, CT. In Lieu of flowers, contributions can be made to the First Congressional Church-Adult Education Fund; Main St., Ridgefield, CT, 06877.

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