Page 4
University Daily Kansan
Friday, April 26, 1963
'Look' Executive Praises Direct Mail
Direct mail advertising, a vast and important enterprise, utilizes research-tested methods to reach a particular audience, a "Look" magazine executive said here yesterday.
Lester Suhler, vice-president of the magazine, spoke at the annual Advertising Day program yesterday.
His topic, "New Horizons in Direct Mail Advertising," dealt with circulation advertising and promotion letters sent directly into the home.
Suhler said direct mail advertising is the primary way for a magazine to increase circulation.
Lester Suhler
He said large quantities of letters are sent into homes and research is used to determine which mailing method works best.
Subler pointed out that 20 staff members are employed at "Look's" Des Moines, Iowa, plant while hundreds more operate machines which process the letters. He added that the staff is the crux of the whole operation promoting ideas and laying out copy.
Suhler said that in a record day over 100,000 pieces of return mail have been received in his office.
He said that devices and names used in direct mail advertising are "used in good taste." I think the use of direct mail. . is good advertising and is ideal for a magazine desiring quality circulation, he said.
Suhler said a special committee exists to guard the right of privacy of individuals regarding the use of their names on circulation lists.
"In our direct mail, we have attempted to sell "Look" for what it is." Suhler said, "a family magazine." Suhler said "Look" appeals largely to the pouter population
Patronize Your Kansan Advertisers
of America. "All magazines should want to be young," he said.
Concerning direct mail research used by the magazine. Suhler said direct mail advertising can be costly and any one mistake could mean a loss of thousands of dollars.
He said the trial-and-error method is frequently educational. For example, he said, "We know pretty well what states work best and act accordingly."
Some of the new mailing devices tried by the circulation department included the use of transparent envelopes, different sized envelopes and different colors of ink.
When you find one size envelope outsells another, Suhler said, "it is worthless to use any other."
Ad Executive Presents Gift
The executive of a Topoica advertising agency recently presented to the School of Journalism a set of portfolios representing the best entries in the annual Direct Mail Advertising Association competition.
The portfolios were presented by Perce Harvey, Jr., of Harvey Advertising Agency.
The portfolios, representing the direct mail campaigns of a number of different industries, will be used for study by KU advertising classes. The portfolios will be added to the collection of case study materials in the William Allen White Reading Room.
Harvey is a member of the Direct Mail Advertising Association and is responsible for obtaining the collection for the School of Journalism.
Center to Present 'American Dream'
Kansas University Westminster Center will present the second play in its current drama series, "The American Dream" by Edward Albee, Sunday.
The play will be presented at 8:15 p.m. in the main reception room of the Westminster Center, 1204 Oread Ave.
Following the performance there will be an open discussion of the play led by four faculty members.
"An American Dream" is a satire on the dominance of women and the decadence of the family unit in the American culture.
Performing in the production will be June Royston, Kansas City graduate student, as Mommy; Robert Phillips, Lawrence senior, as Daddy; Marilyn Scharine, Lawrence graduate student, as Mrs. Baker; and Robert Springsteen as the Young Man.
The KU Amateur Radio Club will stage a six-meter transmitter hunt this evening. Students wishing to join the hunt or those interested in amateur radio, will meet at 8 p.m. in Room 201 of the Electrical Engineering Laboratory behind Marvin.
Dance Symposium Includes KU Talent
Eighteen University of Kansas students will participate in the Mid-West Dance Symposium at Iowa City, Iowa, April 26-27, which will include an original dance with choreography by a KU student.
She is Mary Jean Cowell of St. Louis, Mo., senior, whose dance, "Anyone," adapted from a poem by e. e. cummings, has no music. The dancers accompany themselves with the rhythm of the words in the poem. Miss Cowell, an honor student, has won a Woodrow Wilson Fellowship for graduate study in art history.
Radio Hams to Stage Transmitter Hunt
The symposium will include two days of intensive classes.
The seven dancers who will give Miss Cowell's number are: Miss Cowell, Danny Johnson, Jamaica, N.Y. sophomore; Coleen Wright, Lawrence special student; Jody Zirul, Prairie Village freshman; Matt Frazier, Lawrence freshman; Larry Siefkes, Great Bend freshman and Bonnie Butler, Merriam freshman.
Others attending the symposium will be: Janet Jacobs, Augusta; Paul Chen, Brunei Town, Bruni; Patricia Shore, Pittsburgh, Pa.; Patricia Postlethwaite, Kansas City, Mo.; Alexander Brown, Lawrence; Kitty Wood, Winnetka, Ill.; Janie Lutton, Bartlesville, Okla.; Mary Messenheimer, Minneapolis, Minn.; Mrs. Eva Mae Brandt, Wakarusa; Ann Kretzmeier, Liberal; and Walter Bgyoa, Tanganyika.
Fraternity Jewelry
Badges, Rings, Novelties Sweatshirts, Mugs, Paddles Cups, Trophies, Medals
Balfour
411 W. 14th VI 3-1571 AL LAUTER
BUSINESS MACHINES CO.
ACROSS FROM HILLCREST
912 Mass. - VI 3-0151
PORTABLES - $49.50 up
SERVICE SALES RENTALS
All Kinds Office Equipment
Printing, Mimeographing
and Duplicating
Pick up Delivery
TAKE A BREAK AND
STOP IN AT
SANDY'S
THRIFT AND SWIFT DRIVE IN
Spring Open House
at
LAWRENCE TIRE & OIL 1000 Massachusetts St.
While Stocks Last, or until April 30th! Genuine New U.S. ROYAL
$895
black tube-type
6.70-15, Air Ride
plus tax and smooth
tire off your car
WHITEWALL SPECIAL Genuine New U.S. ROYAL
$ 1395
Tubeless
6.70-15, Air Ride
plus tax and smooth tire off your car
$1.99
Floor Mats (Full Front) Choice of 4 Colors
$.99
2 Gallon Gas Can With Pour Spout
FREE for the kids One Big League Baseball With Each Pair of Tires Purchased
SERVICE SPECIAL $9.95
Front End Alignment Balance 2 Front Wheels Inspect and Adjust Brakes Rotate Tires