On August 20, 1958, Lester and Irving Wunderman, Ed Ricotta, and Harry Kline hunkered down at the Hotel Winslow in New York and turned the U.S. Mail into one of the world’s most powerful marketing channels. The very first direct mail agency, Wunderman, Ricotta & Kline, helped launch the Columbia Record Club, the first customer rewards program (for American Express), and, ultimately, the ZIP Code. Lester Wunderman’s notion that direct marketing could rival advertising as a way to establish brands and super-charge sales also had a profound effect on the fortunes of the Post Office Department.
The Postal Museum, housed in Washington, DC’s old main Post Office near Capitol Hill, is now laying the groundwork for telling the complex and significant story of the mailing industry. A website is under construction, and the museum hopes to have a full-blown exhibit in place within the next two or three years.
Read more: (requires free registration) The Story of the Mailing Industry Is Begging to Be Told – Direct Marketing News.