Dave Shepard

Hidden Markets By Malcom Decker When asked about what color choices would be available in his Model T, Henry Ford said, "You can have any color you want so long as it's black." Is there such a thing in the United States these days as a single market for any nationally-distributed product or service? Yet, many mailers treat their markets—that is, the universe of all the lists they think they can mail profitably—as if every person on those lists shared identical characteristics, wants and needs, by mailing the same package to all of them. Even Reader's Digest, one of the most sophisticated mailers

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