Hallie Mummert Hands

By Hallie Mummert Hands down, the most successful direct mail control ever mailed is the much talked about "Two Young Men" effort, written by Martin Conroy in 1974 for The Wall Street Journal. Many copywriters have tried to imitate its success, and have not been able to duplicate the magic of the original. When you have a blockbuster direct response effort like this on your hands, in which the copy remains relevant and powerful after 30 years, how can you not look at ways to transfer the appeal of this sales message to other response media? To reach new markets, the Journal created

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