"The only leverage you have in direct response marketing is that you can anticipate what they are going to think at each step in the process. They have total power because they can stop reading or pitch your piece at any time."
What has the world come to? Serif better than san-serif for readability you have got to be kidding me! Thats what I was saying to myself as Tom came to me to show me a little known and hidden fact in the doldrums of some of my most recent readings.