ve BINAR Using Humor in Marketing

Yeah, I wanted to create direct mail campaigns with. For publishers, for magazine publishers, with all those. You probably remember all these mailings that we used to get from. From all the different magazines asking us to subscribe. The fact was they were some of the most sophisticated and biggest users of direct marketing at the time. So I wanted to mix cartooning and direct marketing and personalization altogether. And I was fighting a headwind from David Ogilvy and all the who followed him. David used to say that humor doesn't work, that people don't buy from clowns. All these. All these interesting ways of saying, don't use humor, it doesn't work. And all of the. All of his acolytes would stand on stage and say, yeah, here's my list of 10 things you shouldn't do. Or to avoid something like, if you. To have a successful campaign, don't do these 10 things. And humor was always used. Using humor was one of the. One of the 10 always. But I was sitting in the audience thinking, these guys don't understand humor and they really don't understand it at all. Because I knew that from readership surveys that cartoons were almost always the best read and remembered parts of magazines and newspapers.