About the author

John Caples: For more than 50 years, John Caples served as one of advertising’s most effective copywriters. Caples mastered results-oriented mail-order copy at Ruthrauff & Ryan, where he wrote, arguably, the twentieth century's most successful such ad. The US School of Music ad dramatically exemplified Caples’ belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, he stressed simplicity and ‘getting to the point quickly’. He joined what became Batten, Barton, Durstine & Osborn in 1927, where he served almost to the end of his days.

The Caples Awards, honouring the best in direct and interactive marketing around the world, was founded in 1978 by Andi Emerson, a direct marketing pioneer, in honour of John Caples.