Letters to the Editor
January 2007
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Thanks for telling the truth.
Karl Dentino
Dentino Marketing
When I received this year’s Caples Call for Entries, I found it extremely offensive and vulgar; certainly not professional in any way.
Yes, it caught my attention, only because it looked so sloppy. If that was the type of creative the Caples judges were looking for, then I wanted no part of it. I trashed the mailing.
I’m a professional. I wish to be approached by those within my industry as such. Thank you very much for exposing this type of mailing for what it is—pure trash!
Frances S. Edgar
CME
Nitterhouse Marketing Services
I run the in-house creative agency for World Savings—25 high-powered creative professionals with experience from big, international ad agencies and direct marketing agencies. I can’t tell you how completely offended we were to receive the Caples Award Call for Entries this year. After reading it in astonishment, we decided we were too good to be evaluated by any organization that let something like that out, and did not enter any of our advertising.
Eleanor Kas
SVP/Creative Director
World Savings
It’s so nice to see that there are still people who value good direct marketing, and aren’t afraid to expose trash for what it is.
As a devout reader of “Tested Advertising Methods,” which I consider the greatest book written on direct, I am convinced John Caples would be sickened by what his awards show has become.
Thanks for shining a light of truth on the matter.
Tom Gaffny
EVP, Fundraising Division
Epsilon
Tell us what you think!
You can send your Letter to the Editor in one of the following ways:
• Send an e-mail to hmummert@napco.com, with “Letters to the Editor” as the subject line; or
• Mail it to “Letters to the Editor,” Target Marketing, 1500 Spring Garden St., ste. 1200, Philadelphia, PA 19130.
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