Being Direct

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 Columbia Record Club, and high profile 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 advertis…