List Counsellors Boss Rich Reinhart Passes Away

Richard M. Reinhart Jr., president and founder of list brokerage and management firm List Counsellors Inc., died Sept. 12. He was 63.

Mr. Reinhart was a man of many interests. He flew planes, pitched clamshells, disk-jockeyed on radio and was the president of the Cape May Tax Payers Association.

He made his living through List Counsellors, launching the Allentown, NJ, firm in 1991 after serving as president of the Communications Advertising and Marketing Association for more than 15 years. He also served with Franklin Mint.

"Rich was truly a unique character," said Stephanie Stephens, Mr. Reinhart's daughter, in a memorandum sent Sept. 20. "Anyone who has ever met him will attest to that. His business reflected his unusual and innovative ways. Comedians on hold, no voice mail, one-on-one personalized attention were all things Rich firmly believed in. You can always get someone on the phone and help immediately.

"List Counsellors will continue his legacy and provide the same quality (but sometimes quirky) service to its customers today and well into the future," she said.

Mr. Reinhart was diagnosed with esophageal cancer in June. He succumbed to complications associated with the treatment, according to Ms. Stephens, who handles list management at the firm.

His passing is the fourth in recent weeks in the direct marketing industry.

Bill McNutt Jr., founder of fruitcake catalog Collin Street Bakery, died from non-Hodgkin's lymphoma in Corsicana, TX. He was 81. Mr. McNutt was the father of Bill McNutt III, who leads DM trade delegations overseas. Arthur Schiff, the DRTV copywriter who worked on the Ginsu Knives account, died of lung cancer in Coral Springs, FL. He was 66.

Also, Marie Delaposta of Direct Media and daughter of Rosemary Montroy, died from an aneurism. She was 39.