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No-Load Fund Investor--Selling Steak with Sizzle
December 1, 2000

By Hallie Mummert In the early 1990s, magalogs had begun to look more and more like magazines. Printed in four-color on glossy stock, they no longer seemed representative of the newsletters they were created to sell. While copywriter Don Hauptman and his client Sheldon Jacobs, editor/publisher of The No-Load Fund Investor, liked the concept of the magalog, they were concerned that it wasn't reflective of the product that prospects would receive upon subscribing. So Hauptman and Jacobs decided to create a hybrid of a magalog and a specimen issue that would more closely resemble the actual product. Hauptman adapted articles