TITLE : SECRETS OF SUCCESSFUL DIRECT MAIL.

 
Foreword                                xi
 
Preface                                 xv
 
Introduction                           xix
 
1   Benson's Rules of Thumb              1
 
2   What Does a Consultant Do?           5
 
3   The American Heritage Story          9
 
4   Richard V. Benson and Associates     19
 
5   Cookbooks, the IRS and Other Noble
    Experiments                          33
 
6   The Admiral Byrd Society             43
 
7   Encyclopedias, Magazines, Insurance
    and Wine                             55
 
8   Credit Cards, Bibles and a Little
    Spanish Town                         69
 
9   Newspaper, News Magazine,
    Sale of Benson, Stagg...             83
 
10  More Magazines...                    95
 
11  Big Ones, Little Ones...             107
 
12  Friendly Ones...                     117
 
13  The Polk Connection                  127
 
14  A Short Chapter: What I'm Doing Now  137
 
15  Some Definitions-And Some Opinions   139
 
16  Sweepstakes, Conversions...          157
 
17  Before I Forget...                   177