STONE & ADLER INC.

150 NORTH WACKER FRIVE – CHICAGO. ILLINOIS 60606 – TELEPHONE 312/346-6100

ROBERT STONE, Chairman of the Board

July 28, 1982

Mr. John Jones
Jones Manufacturing Co.
1621 Main Street
Ottumwa, Iowa 52501

Dear John,

Remember when you were a kid. A “dreamer” was put down as someone who would never amount to anything --- destined to be a “non-achiever” for life.

What a myth!

Let me tell you about some “dreamers” who became super achievers in direct marketing. They succeeded beyond their wildest dreams.

There’s the thrilling story of L. L. Bean in Maine. For years they ran a successful mail order business… catering to outdoorsmen.

But Leon Gorman dreamed of new horizons… a new world out there of men and women who never fished or hunted --- dressed the way outdoors people dress. A pipe dream? Hardly. Leon Gorman turned dream to reality. Sales --- plateaued at the $50 million level --- boomed past the $100 million level in a few short years.

What about the legendary “kitchen table” people? Len Carlson, out in California, is a part of the legend.

Len and his wife Gloria shared a dream. They dreamed they could put together a catalog of hard-to-find gadgets that would appeal to the masses. Thus Sunset House was born.

Fifteen years and a customer base of 6.5 million names later, the press announced Sunset House had been acquired by a major corporation for a price reported to be in the millions.

The most remarkable dream story on the agency side is that of Lester Wunderman. Les was an account person with the Max Sackheim agency. He dreamed of having his own agency.

But an agency that would apply sophisticated direct response

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But an agency that would apply sophisticated direct response

As you read of these dreams-come-true I hope you are recalling your own. The dreams you have had which have helped you to get to where you are today.

The year was 1965. Lewis Kleid, a leading list broker in his day, was a close friend of Edward N. Mayer, Jr., known around the world as “Mr. Direct Mail.”

Law made a proposition to Ed. He said, “Ed --- if you will devote time to teaching the rudiments of direct marketing to college kids, I’ll provide the seed money to make it happen.”

Thus, with the simplicity that was a trademark of Ed Mayer, the Lewis Kleid Institute was launched. Today, almost 17 years later, The Direct Mail/Marketing Educational Foundation, a non-profit organization which sponsors Kleid Institutes, continues in the Ed Mayer image.

As one of the privileged few who has had the honor of lecturing each new group of candidates over many years --- I only wish you could witness, as I have, the excitement that comes to each as they are introduced to the wonders of direct marketing disciplines.

“I learned more in five days than in my four years as a marketing major,” is a somewhat typical statement from one of these exuberant students.

But let me give you just a few quotes from hundreds in file.

“I learned so very much --- the week just set my spark for direct marketing into a roaring fire!”

Mariles Gibson Yorchak
New Mexico State University

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“The Institute has greatly increased my awareness and understanding of direct marketing, and furthered my career interest.”

Tim Harrison

University of North Carolina

“If one of your objective was to stimulate young, ambitious people to enter your field, you succeeded with me.”

Paula Miante

College of William and Mary

I guess from all of this one would have to conclude our dream has truly come true. Well --- not exactly.

None of us ever dreamed that direct marketing would have the explosive growth we have all experienced. (As an aside --- when I wrote my first book I trumpeted that total sales sales of goods and services via the direct marketing method had reached the staggering figure of $300 million. The estimated figure for 1981 is $120 billion!)

So now we realize that if our true dream is to be realized --- growing our own at the college level to people our future growth --- we are going to have to raise our sights beyond the far horizon.

Where we are bringing the gifted student to the Institute --- only one each from about 35 colleges twice each year --- we’ve got to get Direct Marketing taught on the college campus in full semester courses. Not to three score and ten for five days. Instead --- to hundreds for full semesters.

Is this “The Impossible Dream”? No!

I’m now going to tell you about what some regard to be an emerging “miracle,” which is in the process of happening as I pen this letter.

At a Board of Directors meeting a few months ago in the offices of The Direct Mail/Marketing Educational Foundation, Richard L. Montesi, President, made a startling proposal. A proposal which he stated would make our ultimate dream come true.

The ultimate dream, as he expressed it, is to establish a Chair for a Direct Marketing Center in three major universities: one in the Middle West; one in the East; and one in the West.

The full-scale curriculums will be structured to earn a degree in Direct Marketing for each graduate, carrying with

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them a statue similar to that enjoyed by a graduate from the Wharton School of Business or Harvard Business School.

“An exciting idea,” we said. “But how are we going to fund these centers?” “From a capital fund of $1.2 million,” Dick said. “$1.2 million. Good God!” was reaction.

Well then the miracle started happening. Andy Andrews, one of the directors, said --- “Why don’t we go around the table right now and see how much commitment we can get over the next three years from the small group of directors at this table?”

Would you believe we raised $120,000.00 --- 10% of our goal --- within five minutes!

When we left that day a few of us agreed to write some letters and make some phone calls. And what happened as a result surpasses anything in my experience.

Remember those “dreamers” I talked about earlier? Well let me tell you what happened with some of them.

Remember Leon Gorman of L. L. Bean? He’s committed $15,000 over three years. And Len Carlson --- another $15,000. And Les Wunderman --- $15,000. They’re putting their money where their dreams are.

The list goes on. “Dusty” Loo of Looart Press --- a major commitment. John Flieger of Allstate Insurance --- “Count us in.” Kiplinger Washington Editors. The Kleid Company. Jim Kobs of Kobs & Brady --- “Absolutely!” Publishers Spiegel. American Express.

John Yeck of Yeck Brothers Group --- “You can count on us.” Eddir Bauer. Rapp & Collins. Ogilvy & Mather. Alan Drey. The DR Group. Hanover House. And on and on.

This is exciting in itself, but equally exciting is the fact that we have two formal proposals from two major universities detailing how a Chair would be established for Direct Marketing. And the cost.

One proposal is from UMKC --- University of Missouri, where Martin Baier of Old American has taught Direct Marketing classes for a number of years. The other proposal is from

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New York University. Both universities are ready when we are.

So we are this close to bringing off a 20th Century miracle!

Now we come to you to ask you to share in this dream of dreams. There is a pledge card inside of the enclosed envelope. The amount suggested is just that. A suggestion. You are the best judge of what your company should pledge against the future.

I have asked for and have gotten approval to have your response come back to me personally. I’d like to hear from you even if there is some unforseen circumstances under which you cannot make a pledge.

We must decide very soon upon the first university to establish a Direct Marketing Center. Therefore I will appreciate it if you will reply within the next 10 days. Thank you so very much.

Sincerely,
Bob Stone