Continuity Marketing: Pleasures and Pitfalls

Continuity Marketing: A Brief History

In the late 1940s, my cousin Eve signed me up for a series called “Things of Science”—little blue boxes that arrived once a month with samples and explanations—rocks, lenses, little experiments, etc. At the same time, Book-of-the-Month in association with The Metropolitan Museum of Art offered monthly booklets about its collection with 2˝ x 4˝ stamps on which were printed color reproductions of paintings; you would lick and paste each stamp in the appropriate frame in the booklet. A half century later, I can still remember the ghastly acid taste of the stamps.