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Agreed. Hopkins' book is a classic and an excellent read. I had the same reaction when I read it: the way this guy ran his campaigns seems more like the interne
by gruseom 17y ago
Agreed. Hopkins' book is a classic and an excellent read. I had the same reaction when I read it: the way this guy ran his campaigns seems more like the internet than anything you'd expect from a century ago. Another thing that struck me was how many of the brands he created are still household names today (Palmolive, Goodyear).
- byrneseyeview 17y agoIt's also possible that the economy got more "Hopkinsian" over time: most growth industries fit the low-marginal-cost, numbers-over-notions focus that direct mail had.