Letter: What About Wunderman's 'Being Direct' Book?
Mr. Wunderman's book is informative and entertaining. It details what has become the history of "direct marketing" and is written in an easygoing and -- not a surprise -- persuasive style. Considered by many to be the grandfather of direct marketing, Mr. Wunderman was at the leading edge of things we take for granted today: the American Express card; the Columbia Record Club; ZIP codes; magazine inserts; hell, he even coined the term "direct marketing" in 1967.
Using Mr. Bly's format ... Best part: Having had the opportunity to work for Jackson & Perkins in the mid-'90s, I paid particular attention to chapter nine, humbled to learn ideas that we thought were new and interesting were rooted (pun intended) decades before. Availability: Available in book stores and online.
As for some of the books he listed, I am reminded of comments Mr. Wunderman made awhile back: "General advertising is a leftover from the Industrial Revolution."
Ken Lane, Vice president of direct marketing, Far & Wide Travel Corp., Miami