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R.I.P.

Frank H. Johnson, legendary pioneer in direct mail marketing, died March 6 in New York City. He was 88.

The New York Times even began his obituary with an italicized Johnson Box:

Frank H. Johnson knew the truth about today's intelligent readers: they rebel against condescension 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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Publication:The Newsletter on Newsletters
Date:Mar 15, 2001
Words:98
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