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February 9, 2010 From Denny Hatch's Business Common Sense
The New York Times account of 100 institutions of higher education sending high-tech direct mail to high school students in order to rope them in as applicants—with huge success—grabbed my attention. I devoured Jacques Steinberg’s story.
It quickly became clear that some old direct mail pro had landed in the honey pot—a fossilized industry desperate for business—and cashed in big time. Using tried-‘n’-true techniques developed over the past 800 years, these colleges learned they could eat their competitors’ lunch.
In the middle of Steinberg’s story, the name of an old pro jumped off the page and grabbed me by the collar—Bill Royall of Royall & Co. out of Richmond, Va., who shook up direct mail more than 20 years ago.
Plus ça change, plus c'ést la même chose.
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