Letters to the Editor
Colusa Casino Resort
I applaud your critique of the shameful creative approach to this year’s Caples Awards direct mail, and I remember well the equally loathsome effort that ran in the early 1990s. In both cases, my first reaction was the same: How ironic … Caples proved that benefits were always more powerful than intrigue in headlines. Don’t these people know this? I had the pleasure of meeting John Caples in 1978 at the tail-end of his career and the beginning of mine. His “Making Ads Pay” inspired me to pursue a career in direct marketing, because it placed results ahead of “creativity.” It always puzzled me why he would lend his name to an award that honors creativity rather than results. If someone started a petition to get his name off these silly awards, I’d sign first. They do his legacy no good whatsoever.
Thanks for telling the truth.
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
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.