世界で最も成功したDMをご存知でしょうか?それは米ウォールストリート・ジャーナルが1974年に送付した”Two Young Men”と呼ばれるDMです。このDMはその後20年にわったって続けられ、20億ドルの定期購読を獲得したと言われています。
Dear Reader:
On a beautiful late spring afternoon, twenty-five years ago, two young
men graduated from the same college. They were very much alike, these two
young men. Both had been better than average students, both were personable
and both?as young college graduates are?were filled with ambitious dreams
for the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three
children. And both, it turned out, had gone to work for the same Midwestern
manufacturing company after graduation, and were still there.
But there was a difference. One of the men was manager of a small department
of that company. The other was its president.
What Made The Difference
Have you ever wondered, as I have, what makes this kind of difference in
people's lives? It isn't a native intelligence or talent or dedication.
It isn't that one person wants success and the other doesn't.
The difference lies in what each person knows and how he or she makes use
of that knowledge.
And that is why I am writing to you and to people like you about The Wall
Street Journal. For that is the whole purpose of The Journal: to give its
readers knowledge?knowledge that they can use in business.
A Publication Unlike Any Other
You see, The Wall Street Journal is a unique publication. It's the country's
only national business daily. Each business day, it is put together by
the world's largest staff of business-news experts.
Each business day, The Journal's pages include a broad range of information
of interest and significance to business-minded people, no matter where
it comes from. Not just stocks and finance, but anything and everything
in the whole, fast-moving world of business. . .The Wall Street Journal
gives you all the business news you need?when you need it.
Knowledge Is Power
Right now, I am looking at page one of The Journal, the best-read front
page in America. It combines all the important news of the day with in-depth
feature reporting. Every phase of business news is covered. I see articles
on new inflation, wholesale prices, car prices, tax incentives for industries
to major developments in Washington, and elsewhere.
(over, please)
And there is page after page inside The Journal, filled with fascinating
and significant information that's useful to you. The Marketplace section
gives you insights into how consumers are thinking and spending. How companies
compete for market share. There is daily coverage of law, technology, media
and marketing. Plus daily features on the challenges of managing smaller
companies.
The Journal is also the single best source for news and statistics about
your money. In the Money & Investing section there are helpful charts,
easy-to-scan market quotations, plus “Abreast of the Market, ” “Heard on
the Street” and “Your Money Matters, ” three of America's most influential
and carefully read investment columns.
If you have never read The Wall Street Journal, you cannot imagine how
useful it can be to you.
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If you feel as we do that this is a fair and reasonable proposition, then
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About those two college classmates I mention at the beginning of this letter:
they were graduated from college together and together got started in the
business world. So what made their lives in business different?
Knowledge. Useful knowledge. And its application.
An Investment In Success
I cannot promise you that success will be instantly yours if you start
reading The Wall Street Journal. But I can guarantee that you will find
The Journal always interesting, always reliable, and always useful.
Sincerely,
PRK: id
Encs.
P.S. It's important to note that The Journal's subscription price may be
tax deductible.
Ask your tax advisor.
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