John Profumo, Gary Hart and Pandora’s Box

 

I Was Peter Possum

In the 1960s, Grolier Enterprises was run by four dynamos: Founder Elsworth (The Shark) Howell, whose real love was judging dog shows; Vice President Bob Clarke, who started in the Grolier mail room; Vice President of Marketing Ed Bakal, a rough-hewn ex-paratrooper; and Vice President of Creative Lew Smith, a low-key, creative genius. Grolier’s business at the time was selling Dr. Seuss books to kids. The competition was Weekly Reader Book Club and Scholastic’s paperback book clubs, which sold books to students in classrooms through the teacher. Using the Scholastic paperback model, a guy named Joe Archy started the Willie Whale Book Club. Howell watched it


John Profumo, Gary Hart and Pandora's Box

The End of Media Decorum March 14, 2006: Vol. 2, Issue No. 20 IN THE NEWS Scandal minister Profumo dies at 91 John Profumo, the man at the centre of the most notorious political sex scandal of the 20th century, has died at the age of 91 after suffering a stroke. Profumo, who spent four decades atoning for his disgrace, died peacefully at about midnight last night surrounded by his family, a spokesman for London's Chelsea and Westminster Hospital said. He had been admitted to hospital two days earlier. —The Independent, (UK), Online Edition, March 10, 2006 John Profumo, the central


Manage Your Mail Costs

Good planning and collaboration with production partners can save you money Postage prices continue to increase, as does the pressure to improve profitability. Direct marketers who depend on traditional printed promotions as one of their most responsive channels are again looking for ways to increase sales and reduce costs. Here’s a look at some of the printing and production techniques available that help trim costs, as well as best practices that can help you take advantage of these techniques. Collaborate With Your Resources “Collaborate with your package designers and writers,” recommends Bill Christensen, a direct response creative and marketing


Spot-on Creative

Success in any medium requires a thorough understanding of which techniques make a campaign breathe and grow versus those that cause it to wither and die on the vine. Winning creative for direct response television (DRTV) spots—whether short-form or long-form—hinges on several dictums that have not changed, regardless of consumers’ growing practice of commercial-skipping. Of course, following the creative rules does not guarantee success. Tim Hawthorne, president and executive creative director of full-service DRTV agency Hawthorne Direct, in Fairfield, Iowa, points out: “Poor creative rarely can inhibit a great DRTV product from hitting a home run. Great creative rarely can prohibit a poor DRTV