Whatever Works: Where Product is King
It all Started with the Strangest Space Ad in Direct-Marketing History
The Great Toe-straightener
The partners didn’t have a lot of money with which to buy space ads to launch a catalog. Parade magazine was too pricey, so they settled on its lower-end competitor, Family Weekly, a Sunday supplement that ran in several hundred newspapers nationwide. The cost of the ad would be $1,500.
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- Companies:
- Dr. Leonard's Healthcare
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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