Being Direct: Making Advertising Pay

Lester Wunderman

Published by Direct Marketing Association, Inc., 2004
ISBN 10: 1931361436 / ISBN 13: 9781931361439
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2004 Hardback is signed by Lester Wunderman no marks and is in great condition with dust coverAND AS ALWAYS SHIPPED IN 24 HOURS; and emailed to you a USPS tracking number on all orders; all books are sanitized and cleaned for your protection before mailing. PLEASE NOTE OVER SEAS BUYERS if the book extra large or heavy there will be additional postage due to the new US Postage rates. Bookseller Inventory #

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Synopsis: Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club, and the high profile of L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story, in his own words, of how he did it – how he learned to make advertising pay.

Direct marketing is a strategy for putting manufacturers directly in touch with consumers – the blueprint for the "disintermediation" of the digital world. Back in the fifties and sixties, while other ad agencies disdained what was then called mail order selling, Lester Wunderman used his instincts and skills to revolutionize the industry. He was responsible for a number of firsts: He introduced bound-in subscription cards for magazines, founded the first "virtual store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use an 800 number to sell their magazines. Today, direct marketing accounts for 15 percent of all retail sales worldwide.

Twenty-five years before the Internet was invented, in a now famous speech at MIT, Wunderman described the sales relationship of the future as "interactive." In tomorrow's electronic marketplace, the interactive techniques he pioneered will account for the great majority of sales worldwide. In a groundbreaking final chapter, Wunderman looks forward to marketing in the "post-present." Anyone with an interest in the future of advertising and selling would do well to listen to this remarkable, wise and wonderfully entertaining pioneer.

The new version has been augmented with a new final chapter on the impact of the Internet on direct marketing, includes a new Consumer Communications Bill of Rights, and has been statistically updated regarding the size and scope of Direct Marketing.

Review: Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of "direct marketing" with a remarkably candid look at the field's most acclaimed practitioner. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman's six decades in the trenches, the book shows his skill developing and gaining acceptance as he creates revolutionary advertising programs for future corporate stalwarts like the Columbia Record Club and American Express.

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Bibliographic Details

Title: Being Direct: Making Advertising Pay
Publisher: Direct Marketing Association, Inc.
Publication Date: 2004
Binding: Hardcover
Book Condition: Collectible: Like New
Edition: Signed.

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Wunderman, Lester
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