Direct Marketers Have Forgotten How to SELL!
Tony Arau, brilliantly inventive copywriter whose gimmicks and gadgetry on outgoing mailings were legendary.
L. William Black, who with Robbie Macdonald launched The Classics of Golf—the great how-to library featuring the works of such champions as Bobby Jones, Percy Boomer, Gene Sarazan and Walter Hagen. Bill's ambition in life was to play every major golf course in the world including such exotica as Wack Wack Golf and Country Club, Mandaluyong, Philippines.
Art Blumenfield, an affable mover and shaker of DMDNY and fulfillment wizard for—among others—Robbie Macdonald's and Bill Black's Classics of Golf (just above).
Ed Burnett, founder of a list company that bore his name and a wizard at statistics. Ask Ed for some arcane mathematical formula and he could recite it instantly.
Tom Collins, the creative half of Rapp & Collins. In his regular magazine column, Tom would take an ad and improve it big time, much to the fury of the original designers and writers, who always would end up looking like chumps.
Robert Doscher, master of marketing surveys. He once hired me to write and design nine dry test mailings (promotions for products that did not exist) based on his research. Eight of them were winners and went on to become profitable products. (Bob's research always works!)
Lee Epstein, beloved principal in DMDNY and huge contributor to the furtherance of direct marketing, both in New York and nationally.
Michael Fabian, president of March Advertising—a short guy with a deep, cultivated voice that sounded like Leonard Bernstein.
Al Goodloe, founder of the newsletter Publisher's Multinational Direct (PUBMUD) and an authentic World War II hero.
Denison Hatch, who long ago decided "Denny" was less pretentious.
Henry R. "Pete" Hoke, Jr., editor and publisher of Direct Marketing and a guy who adored the business.