Merchandise Spotlight: Books

Those persons who live remote, by sending their orders and money to said B. Franklin, may depend on the same justice as if present.

During the years, the direct marketing of books has taken many forms. The ABCs (American, Britannica and Compton Encyclopedias) used to send armies of salesmen out to knock on doors and give live presentations to families, laying on fear, guilt and salvation as they persuaded parents they were depriving their children of a bright future if they did not sign on the dotted line. Buyers would then sign up for the yearbook, which would be automatically shipped and billed annually; this was the first continuity program.