Do brochures — long accused of lacking intimacy — have a place in direct-mail fundraising?

By Jerry Huntsinger

Ever wonder who started the Legend of the Brochure, also known as the weak little cousin in a direct-mail package?

I just read a version in a recent edition of John Forde’s newsletter, Copywriter’s Roundtable. He told the legend under the title of “Ted’s Accidental Discovery.” The story was very contemporary, and Forde related it as if it were true. Well, maybe he thought it was true.