R.I.P.Frank H. Johnson, legendary pioneer in direct mail marketing, died March 6 in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . He was 88. The New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Times even began his obituary with an italicized Johnson Box A Johnson Box is a box commonly found at the top of direct mail letters, containing the key message of the letter. The purpose of it is to draw the reader's attention to this key message first, and hopefully grab their attention, enticing them to read the rest of the letter. : Frank H. Johnson knew the truth about today's intelligent readers: they rebel against condescension con·de·scen·sion n. 1. The act of condescending or an instance of it. 2. Patronizingly superior behavior or attitude. [Late Latin cond and have scant time to waste. This pioneer of direct mail invented what became known as the Johnson Box, an enticing paragraph just before a letter's salutation that efficiently and pleasingly synthesized the sales pitch to follow. The obit pointed out, "His largest successes were equaled by few and admired by many." |
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