Jerry Shereshewsky

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

If you’ve been in the world of direct, digital or interactive marketing for a while, you’ve probably heard of Jerry Shereshewsky.

Edited by Brendan Maher Don't forget what you learned in high-school physics, implores Jerry Shereshewsky, the direct marketer who lists among his claims to fame the creation of Mello Yellow for the Coca-Cola Co. and making online promotional marketing company Yoyodine attractive enough to catch the attention of Yahoo!, which bought it. Among the inimitable laws every marketer should remember, are those of Sir Isaac Newton the 18th century physicist, astronomer, alchemist and theologian who turned the world upside down because he saw an apple fall to the ground. At the DMA 83rd Conference & Exhibition this past fall, Shereshewsky explained how Newton, a

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