Loss Of A Man Of Skill And Decency
Austin Kiplinger, 97, a giant of the Washington, DC publishing, philanthropic and civic scene, died on November 20th.
Others will note his life-long dedication to the advancement of civil rights … his tireless devotion to fundraising and support of the cultural scene in the Nation’s capital … and his enlightened, far-ahead-of-their-times practices where employees were concerned.
I want to chronicle Kip’s passing in The Agitator because for more than 50 years he was also an icon in the direct marketing community. It’s important we remember our heroes and pioneers.
For decades Kip headed the publishing company founded in 1920 by his father, journalist W. M. Kiplinger (1891-1967). Today Kiplinger Washington Editors, Inc. — the last major Washington-based publisher still owned and managed by its founding family — produces The Kiplinger Letter, Kiplinger’s Personal Finance magazine, The Kiplinger Tax Letter, Kiplinger.com and other publications on personal finance and business forecasting.
Kip was not only a successful publisher whose skills and guiding principles saw the Kiplinger publications thrive while others succumbed to the digital age; he was a hands-on and proven master of direct mail and as an early pioneer of direct response television.
In a field given to trends and fads, the promotions of The Kiplinger Washington Editors were grounded on solid direct response techniques. The direct mail control package — one of the most successful in all of marketing history — unbeaten for 40 years.
Its simple, clear message for the reader printed on millions and millions of letters and envelopes and only slightly revised to reflect changes in the economy:
More growth and inflation ahead
And what YOU can do about it…
The late and legendary Bob Stone in his famous book Successful Direct Marketing Methods, still in publication, extolled this Kiplinger package as an all-time “champion”.
Kip was named “Professional of the Year” in 1987 by the Direct Marketing Association of Washington. For years before that award, and for years and years after it, he shared his wit, wisdom and gentlemanly good manners and grace with all of us.
Roger
Behavioral Science Q & A
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