I know we’re approaching the time for nominations for the Direct Marketing Association’s Hall of Fame. I fervently hope this will be the year that the most deserving are elected … specifically, I refer to Ed Burnett. I began in this business in 1971 at National Liberty, and my first “real” introduction to direct mail detail work was an Ed Burnett Seminar: “The Mathematics of Direct Mail.” It was there I first learned of the Fifty Responses test rule, a formula I still use today. It was later that I heard of this new thing called Standard Industrial Classification.
His visibility, credibility, foresight and stature put him head and shoulders above his peers. He has given a lot to the industry, both in his sharing of knowledge and his personal personnel choices that have mentored so many into our dynamic niche.
He broke ground, talked us to death, wrote both personally and professionally, was very visible (and approachable!) and we loved him for it.
Please, now, elect Ed!
Rich Reinhart, President, List Counsellors Inc., Allentown, NH
