Goodbye to Gutenberg

By Ray Schultz

Sometimes we take progress for granted, without knowing its history. A half century ago, Newsweek published an article titled Goodbye to Gutenberg that all but predicted our own information age.

“At MIT, a research team grapples with the problems of developing a nation-wide computer network that will make every bit of knowledge—whether stored in old books or just obtained in a laboratory—instantly available,” Newsweek reported on Jan. 24, 1966.

It continued: “And an IBM scientific-literature device now serving NASA presages the day when a living-room photocopier linked to a computer instantly produces an individually selected group of stories and editorials from any publication the armchair reader wants to see.”

All this was highly unbelievable to many people. But Newsweek devoted several pages to the phenomenon.

“Pipe Dream: As the enthusiasts see it, the answer to (the information explosion) is a vast information network capable of storing, retrieving and moving all kinds of data at high speeds all over the country or even the world. Instead of having books, newspapers and magazines printed, publishers may some day pipe their materials into the system, which would then produce it on demand at high speed—or so the pipe dream goes.”

That wasn’t all. “Progress toward this dial-a-thought world has already been made at MIT by the INTREX (for information transfer experiments) staff. Under the direction of physicist Carl. F.J. Overhage, INTREX is setting up an experimental laboratory to test ways of giving a student instant access to information. Some of the possible tools contemplated include xerography, film projection and even telephone communication between computer and user.

Does anyone remember what the world was like 50 years ago, when LBJ was president and the Beatles were in their glory? If you needed to communicate with a colleague overseas, you sent an air-mail letter. Or, if it was urgent, you paid to send a telex. Computers existed, but few companies could afford them; those that dared to use them had to book off-site timeshares.

On most newspapers, reporters wrote their stories on typewriters, or called them in from a phone booth while a rewrite person typed them. Then an editor marked them up, and they were typeset by an expensive unionized linotype operator, sitting at a hot type machine, as I recall. Finally, they were proofed off a newsprint sheet, and the corrections were painstakingly (but not always accurately) made. All this took hours, and it was expensive. The pressure turned reporters, editors and makeup artists into dipsomaniacs.

But Newsweek reported that copy and manuscript editing could be turned into “an efficient, rapid procedure.” Indeed, copy typed into second-generation computers “will be hyphenated, justified and fit to a layout,” it went on. “Then each complete page will be presented to the editor in the form of a high-quality TV image of 500 or more lines to the inch. Using a light pencil (an electronic pointer capable of directing an image from one part of the screen to another) and keyboard, the editor rewrites and changes the order of paragraphs and the arrangement of stories on the page that will be stored in the computer memory. Such a system would eventually permit him to make up a page with any type, and set whole stories at the flick of a switch.”

This was no pipe dream, the magazine continued: “The first sale of such a computer system has already been made by IBM. The purchaser, Time Inc. (employing a high-speed printer instead of TV), will use it in its book division and three magazines. To be delivered late this year, the system will consist of two $350,000 IBM 360 computers each served by three 512,000-word auxiliary memories.

I’m sure that the people on Newsweek’s business side read this article very carefully. That said, I never saw even a weak version of this system in a publishing office until the 1980s. And it was a long slog from there to where we are today.

Still, visionaries saw it coming at some point. To return to Newsweek:

“Books and newspapers will no longer exist,” predicts Marshall McLuhan, the new savant of the new technology. Publishing will become an active serving of the human mind. Instead of a book, people will get a research package done to suit their own needs.”

Well, we’re not quite there yet. And do we want to be? The only way to read Anna Karenina is in print. But Newsweek got one thing right.

“It publishing and journalism do not buy automation, it seems, automation will buy them.”

Boy, did that turn out to be true.

 

 

 

 

 

 

The Ink Blots

By Ray Schultz

Long ago, 100 years ago to be exact, direct mailers used geographic blooters to engage prospects. They thus provided a service while getting their commercial message across, according to an ad in Postage magazine.

Here’s the ad copy from the April 1916 issue:

POATES GEOGRAPHICAL SERIES OF BLOTTERS

Here are two samples of the Poates Geographical Blotters, the series of which covers over 60 subjects as per the list below. There is a blotter for each week of the year, and a few for good measure.

Maps on blotters is on our own original idea, the first subjects having been put on the market in 1914.

In connection with Direct-Advertising By Mail, you won’t find a better business solicitor. Advertising experts tell us that $240,000,000 is wasted every year by putting out matter that nobody reads; or if read, it is soon thrown away and forgotten.

Persistent Direct by Mail Advertising wins out in the end. When the first blotter is used up, a new one is sent out, with a new map and a new “ad,” and by and by results are obtained.

Our experience has shown that geographical blotters are seventy-five percent efficient as advertising media, instead of thirty per cent efficient as is the case with the ordinary printed circular. No matter what message you wish to send or what goods you have to sell, our blotters will tell the story in an interesting manner, and tell it over and over again.

Besides being seventy-five percent efficient, our geographical blotters are inexpensive, considering that maps are printed in three and four colors, and that we act as the advertising agent in arranging the material so that it shall be typographically attractive and convincing.

All this service, the blotters, the map and the printing we furnish for $6.50 per thousand. It pays to try this method of making announcements to customers A map always pleases and interests and has educational value, and it is known that a man’s mail will reach him where no mortal can.

We will be glad to send samples of these blotters to all readers of Postage, on request.

Yours for efficiency and success,

P.L. DIVER, Treasurer for

L.L. POATES PUBLISHING COMPANY

NEW YORK

Note: Maps were offered of all 48 states (at that time), along with “Porto Rico (2 styles)”, Mexico (2 styles), Panama Canal (2 styles), and San Francisco and New York City with two styles apiece. You could also get Europe and the European War Zone.

And here’s one thing you should know about the ad. The editor of Postage, Louis Victor Eytinge, was a convicted murderer, then serving time in Arizona. P.L. Diver was the woman he married upon his release. The marriage unraveled in about five years.

The Capote Papers

By  Ray Schultz

It’s hard to believe that a half century has passed since the appearance of Truman Capote’s In Cold Blood. But today is the 50th anniversary of Newsweek magazine’s cover story on Capote and his “non-fiction novel.”

That article revealed that Capote had already taken in $500,000 for the paperback rights, $500,000 for the movie rights and another million in royalties. Newsweek, which was published by Katherine Graham (the honoree at Capote’s Black and White Ball that autumn), called it “an extraordinary book by an extraordinary man.”

Given this milestone, it seems like a good time to revisit Truman Capote. Was he an overrated fraud whose main genius was for self-promotion, or a truly innovative author?

He certainly remains a famous one. His chronological peers, Gore Vidal and Norman Mailer, wrote dozens of books apiece. Yet a recent survey of Millennials shows that only a minority can identify these authors, whereas Capote, who had a much thinner output, is known because of Phillip Seymour Hoffman’s onscreen portrayal of him.

And that’s part of the problem. The tiny Capote was an outsized celebrity and substance abuser. His work seemed to take a back seat at times.

So just how good was he?

Let’s start at the beginning: in 1948. Capote’s first published novel, Other Voices, Other Rooms is a dense account of how Joel, a boy like Truman, finds his identity in the Deep South. The prose is elegant, if slightly overdone in spots, but full of merciless insights like this one:

For long periods each day he studied his face in a hand mirror: a disappointing exercise, on the whole, for nothing he saw concretely affirmed his suspicions of emerging manhood, though about his face there were certain changes: baby-fat had given way to a true shape, the softness of his eyes had hardened: it was a face with a look of innocence but none of its charm, an alarming face, really, too shrewd for a child, too beautiful for a boy.

This moving and funny work  was followed by another fine childhood novel: The Grass Harp.  For me, though, Capote’s big leap forward  came in 1958, with his novella: Breakfast at Tiffany’s. From the Hamburg Heaven on Madison, to Joe Bell’s bar on Lexington, to the tiny studio apartment with its sofa and stuffed chairs upholstered in that itchy, particular red velvet that one associates with hot days on a train, Capote captured the Upper East Side of New York, and the people who lived there in 1943.

As others have observed, Holly Golightly, a sort of American geisha, is Capote’s version of Isherwood’s Sally Bowles. In some scenes, she talks candidly about lesbianism and her sex life; in others she dances around the pillars of the Third Ave. El with Australian Army officers. There’s a new sharpness to the prose: One character discovers that he’d feel safer in diapers than he would in a skirt, and another that gin to artifice bears the same relation as tears to mascara. Norman Mailer praised the writing. And Edward Albee, who unsuccessfully rewrote the script of a musical stage version, called it a “tough little book.”

Youth Meets Age

Capote also evoked that Upper East Side neighborhood in the sketch he was writing the day before he died in 1984: about an encounter at age 19 with an older woman dressed in a sable coat outside the Society Library on East 79th St.. He offers to escort her home in a snowstorm, and they stop in Longchamps. She orders tea, he requests a double martini.

Whereupon I told her all about myself, he recalled. My age. The fact I was born in New Orleans, and that I was an aspiring writer.

Really? What writers did I admire? (Obviously she was not a New Yorker: she had a Western accent.) ‘Flaubert. Turgenev. Proust. Charles Dickens. E. M. Forster. Conan Doyle. Maupassant—‘

She laughed. ‘Well. You certainly are varied. Except. Aren’t there any American writers you care for?’

 “Like who?”

 She didn’t hesitate. “Sarah Orne Jewett. Edith Wharton—”

“Miss Jewett wrote one good book: The Country of the Pointed Firs. And Edith Wharton wrote one good book: The House of Mirth. But. I like Henry James. Mark Twain. Melville. And I love Willa Cather. My Antonia. Death Comes for the Archbishop. Have you ever read her two marvelous novellas—A Lost Lady and My Mortal Enemy?”

“Yes.” She sipped her tea, and put the cup down with a slightly nervous gesture. She seemed to be turning something over in her mind. “I ought to tell you—” She paused; then, in a rushing voice, more or less whispered: “I wrote those books.”

It never fails to get me, this meeting between Cather, an American master who powerfully depicted life on the Great Plains, and the young urbanite Capote.

Was it true as written? That’s besides the point. The teenage litterateur may well have known who Cather was on sight. But I prefer this charming version, which ends just as Capote is about to go to a dinner party at Cather’s Park Ave. apartment. Sadly, that’s as far as he got with this piece before he died.

Have I Said Something Wrong?

For me, some of Capote’s best writing was in his vicious unfinished novel Answered Prayers. The narrator and protagonist, P.B. Jones, is a failed writer and “Hershey Bar Whore” who can service both men and women. That book may suffer now because the notables portrayed in it are forgotten. Will a Millennial appreciate the interplay between Dorothy Parker and Tallulah Bankhead about Montgomery Clift, the tortured actor who has passed out at a dinner party?

…Miss Parker did something so curious it attracted everyone’s attention; it even silenced Miss Bankhead. With tears in her eyes, Miss Parker was touching Clift’s hypnotized face, her stubby fingers tenderly brushing his brow, his cheekbones, his lips, chin.

Miss Bankhead said: “Damn it, Dottie. Who do you think you are? Helen Keller?”

“He’s so beautiful,” murmured Miss Parker. “Sensitive. So firmly made. The most beautiful man I’ve ever seen.” She used a crude expression to denote that Clift was off limits to women.

Then, sweetly wide-eyed wide eyed with little girl naiveté, she said: “Oh. Oh dear. Have I said something wrong?”

And while the import seems clear, what will the PC Generations make of this line? Both Doris Duke and Barbara Hutton had, in effect, paid a million dollars to find out if other ladies were lying when they praised that kinky-haired piece of trade His Excellency the Dominican Ambassador Porfirio Rubirosa…

Of course, the most infamous chapter was Le Cote Basque (1965). As they lunch on Cristal champagne and Souffle Furstenberg, a spinach-cheese-poached egg concoction, at the famed restaurant,  a 40ish swan named Lady Ida Coolbirth (Slim Keith, maybe?) tells Jonesy about a gross and mortifying sexual encounter between the magnate Sydney Dillon (William Paley?) and the governor’s wife who is sitting a few tables away (Happy Rockefeller?). “Dill’s in his sixties now; he could have any woman he wants, yet for years he yearned after yonder porco.”

Capote reportedly published these chapters because he believed they proved he could still write. But one thinly disguised character committed suicide after it came out. And his society friends dumped him, including the most beloved one of all: the dying swan Babe Paley, whose husband supposedly was the subject of the central anecdote of Le Cote Basque. This contributed to Capote’s unraveling.

Truman Capote bashers gleefully point to the fact that he never finished the novel, although he took his first advance for it in 1966. All we have are the three sections published in Esquire in 1975 and 1976 (and later collected in book form). Still missing, perhaps never written, is the chapter titled Father Flanagan’s All-Night Nigger Queen Kosher Café. It’s not a café, but a state, “the cool, green, restful as the grave rock bottom,” a character says in Unspoiled Monsters.

But Capote had obviously had written more. The first chapter published in Esquire, Mojave, was later moved out of Answered Prayers and included as a short story in his uneven 1980 collection Music for Chameleons. In effect, he had completed at least four chapters by 1976. And a fifth, less robust section turned up a few years ago: Of Yachts and Things, about a cruise with a woman who resembles Katherine Graham. First, they meet the captain, attired in  a crisply tailored white uniform. He was a handsome man but his wind-weathered face was solemn, for he had solemn news to report. Alas, there had been a sudden death in the family of our host, and the family was in mourning: our host regretted so much his inability to forewarn us in time.

“Oh, dear, sighed Mrs. Williams. “First Adlai. Now this. Perhaps they ought to rechristen this ship The Bewitchedcraft.”

And my heart sank as well, for of course we assumed the cruise had been cancelled. But not at all! The captain’s orders were to continue the cruise as planned.

“Now that,” said Mrs. Williams, “is what I call class.”

It’s enough to go on. The opening chapters, Unspoiled Monsters and Kate McCloud, together add up to 136 pages, more than Breakfast at Tiffany’s in its entirety, as Gerald Clarke has noted. Le Cote Basque (1965) brings the total to 180 pages.

Maybe it isn’t Proust (Capote had originally hoped to write a modern Remembrance of Things Past). And it suffers by being incomplete. For example, what happened to Kate McCloud after all the hints of the disaster that loomed for her and J.B.? But it’s savagely funny, far more vivid than Dominick Dunne’s clunky writings about the same social class (including at least one episode featured by Capote). And it holds up 40 years later.

One thread that runs through these books is how much fun it was being an author. In the apartment described in Breakfast at Tiffany’s, the narrator has books and “jars of pencils to sharpen, everything I needed, so I felt, to be the writer I wanted to be.” His perfect evening is sitting up in bed with a glass of bourbon and the new Simenon. In Unspoiled Monsters, P.B. Jones describes living in Europe on his “various swindles and savings.” In Venice, he writes every day until 3 p.m., then goes out to walk in the winter mist. Towards evening, he shows up at Harry’s Bar and spends “$9 or $10 for martinis and shrimp sandwiches and heaping bowls of green noodles with sauce Bolognese.”

True Crime

For all that, Capote’s reputation may rest on his two crime novels: In Cold Blood and Handcarved Coffins.

In Cold Blood, about the murder of an entire Kansas family, contains some of the best prose Capote ever wrote. (“The village of Holcomb stands on the high wheat plains of western Kansas, a lonesome area that other Kansans call ‘out there,’” it starts). Here is how he describes one of the killers: Perry Smith:

Sitting, he had seemed a more than normal-sized man, a powerful man, with the shoulders, the arms, the thick, crouching torso of a weight lifter. Weight lifting was, in fact, his hobby. But some sections of him were not in proportion to others. His tiny feet, encased in short black boots with steel buckles, would have neatly fitted into a delicate lady’s dancing slippers; when he stood up, he was no taller than a twelve-year-old child, and suddenly looked, strutting on stunted legs that seemed grotesquely inadequate to the grown-up bulk they supported, not like a well-built truck driver but like a retired jockey, overblown and muscle-bound.

Pretty damned good. But critics charge that Capote overplayed the role of detective Alvin Dewey, one of many alleged inaccuracies, and that he withheld the details of the crime until later in the book to drive suspense.

None of that diminishes In Cold Blood, in my view. Sure, Capote focused on Alvin Dewey. He had access to him, and Dewey helped him. I hate to disillusion anyone, but that’s how it’s often done in journalism. Many non-fiction books have that sort of skew. Why should Capote be singled out? Nor was there anything untoward about his friendship and identification with the killer Perry Smith. Capote functions strictly as an anonymous narrator in this book—he never mentions himself. But he did bring his obsessions to the story, producing an idiosyncratic classic.

Maybe Newsweek had it right, when it called the book “super contemporary,” and likened it to the work of the French anti-novelists of that time.

Finally, there’s the charge that Capote made up a scene—the last one at the cemetery. That’s a no-no these days. But it was hardly unknown in journalism at that time. Think of Joe Mitchell’s composite characters, or of A.J. Liebling’s purported embellishment of Colonel John R. Stingo’s personality.

We live in a time when even memoirs are expected to be 100% factual, without the “stretchers” resorted to by Mark Twain and H.L. Mencken. But I believe there’s room for a less stringent standard for some types of material—as long as you call it what it is.

An Open Coffin

That question is especially pertinent when it comes to Capote’s Handcarved Coffins. A mass killer murders several people in unusual ways—in one instance, by placing amphetamine-maddened rattlesnakes in their car. But before he kills them, he sends his victims photos of themselves and miniature hand-carved coffins.

A probe by journalists revealed that there was no such case, although a couple of elements had popped up—in some form—in other investigations. Capote apparently turned the detective Dewey into a fictional character, and inserted himself as a reporter. And if you believe him, he met and played chess with the suspected killer. Again, none of this ever happened.

Author Ron Rosenbaum, whose opinion I respect, says that the only problem with this work was in the labeling: It actually was an important Capote piece of fiction.

Yes. But I’d add that Capote should have published it separately as a novella, instead of burying it in Music for Chameleons. Made up of transcripts, daily updates and fast-moving episodes, it’s a stunning performance by a man who had only a few years left to live. He could have filled out the book with a few of the better pieces from Music for Chameleons—say, Mojave, the title story and Dazzle, in which the young boy Capote tells a fortune teller that he wants to be a girl. Breakfast for Tiffany’s had a similar format.

The prose style in Handcarved Coffins is more minimal than the one usually displayed by Capote. But there was a high polish to all of it. Take his description of the purported murderer, a wealthy ranch owner:

He sported expensive high-heel boots, but even without them the man measured over six feet, and if he had stood straight, instead of assuming a stooped, slope-shouldered posture, he would have presented a full fine figure. He had long simianlike arms, the hands dangled to his knees, and the fingers were long, capable, aristocratic. I recalled a Rachmaninoff concert. Rachmaninoff’s hands were like Quinn’s.

So how do I rate Truman Capote? Like many people, I, too, got tired of him at times. For years, he pontificated on talk shows on crime and capital punishment, and he seemed to support the latter despite having seen two men hanged. (I didn’t agree with that then, and I don’t now). And they were constantly recycling his holiday memories for TV specials and print edition (not that there was anything wrong with the stories themselves).

In the end, I see him as one of our best writers. He educated himself, and will never be mistaken for the more experimental authors of his generation (despite his labeling of In Cold Blood as the world’s first nonfiction novel). But he had his own niche: In various stories and formats, he plumbed the world of “Father Flanagan and his outcast of Thousands, him and all the other yids, nigs, spiks, fags, dykes, dope fiends and commies.”

In that sense, all his books are of a piece, even the Christmas stories. We come away understanding poverty, sex, cruelty and what it’s like to be the Other. And they’re wrapped in an exquisite style.

Indeed, you can enjoy Capote as I sometimes do, late at night, as literary comfort food. In that way, he’s on a par with F. Scott Fitzgerald: you sometimes want to read him only for the tone.

I suspect that Truman Capote would be perfectly happy with that.

The Presidential Crapshoot

By Ray Schultz

The 2016 election year is off to a roaring start. Will we end up with Clinton, Sanders, Trump, Cruz, Bush, or maybe Michael Bloomberg?

Take heart, doubters, the republic will survive. Consider another turbulent election year: 1952, when the U.S. was bogged down in Korea. Who could best deal with that problem and others?

Here’s what Time magazine said in a direct mail letter sent at exactly this time of year. It’s identified in a handwritten note as “White House ’52.” The top of the piece is adorned with a line drawing of the White House, and cameo shots of several contenders.

Dear American:

As a landlord, you have a pretty big decision to make!

Between now and November, you have to award that longterm lease on one of your most important pieces of property: The place at 1600 Pennsylvania Avenue.

You have to decide “who gets the key to the place”—and you’d better start thinking about it now.

For the prospective tenants are lining up already. Right now, they’re all on their best behavior – but you’re going to learn a lot more about them from now on.

When the Conventions are over in July the list will be down to the two main contenders – and the rest will be up to you!

For the next seven months will see the hottest political battles ever fought! The issues will cover the full fabric of domestic and foreign affairs – the air will be filled with claim and counter-claim, rumor and propaganda. You’ll have to weigh the facts yourself – judge the issues and put your vote (and American’s hopes) on the winner. S

And it’s not going to be easy to see the real facts in perspective – about the political jockeying going on here at home…about the dangerous derby being run on the international scene…about taxes and inflation, scandal and security, war and peace – all issues that are important to you, your family and your future.

So I’d like to suggest that you take TIME, The Weekly Newsmagazine – a proven source of such news information. More people are reading TIME now than ever before in TIME’s history. And I think you, too, will find that TIME will bring you more of the news you want to know faster and more accurately and more interestingly than you can get it anywhere else.

TIME will gather and wave this news into one clear, coherent story – not only of the dramatic events on our own political scene – but all the other aspects of the world news that you will want to have at your mental fingertips. TIME will bring you news of Foreign Affairs, of the War in Asia, of Business, Science, Medicine, and of Art, Religion, Sports and Education…

…organized into 25 departments for your convenience and understanding – a bright, vivid, hard-to-forget weekly presentation of the whole world’s news and the U.S. attitude toward that news.

So I hope you will let TIME clarify and verify the news for you –

For the next 27 weeks for only $1.97!

–a special trial rate which brings you TIME for just about one cent a day.

No need to send any money now – we’ll gladly bill you later. But, this special saving is available for a limited time only. So please sign the enclosed card and mail it back to me at our expense today.

Cordially, Bernhard M. Auer

Circulation Manager

TIME – to get it Straight!

Who were the contenders? Time described them, although not by name, in another letter, sent on Feb. 23. This one uses a horse race analogy, and the copy is overlaid on a photo of a milling crowd. It was identified as “TIME Election Letter keyed BMA/DN.”

Dear American:

The big race is on!

The purse is the Presidency; the course is forty-eight states long: the track is fast, but slippery.

Watch them closely as they found the first turn. Watch for signs of unexpected speed or early fatigue. By summer, the race will narrow down to two – can you pick them?

Will one of them be the Ohio Senator who seldom loses?

Or the crime-bustin’ Tennessean with the coonskin cap?…the likable liberal from the West Coast…the genial General who may outdistance them all in the “stretch?”…or the affable Galahad who’s now Governor of Illinois?…the wandering prexy from Pennsylvania…or some dark horse coming up fast on the outside?

And let’s not scratch that controversial man from Missouri!

The rest of the copy mirrors that of the White House letter. And the offer is the same.

Come to think of it, this might also be a good year for subscribing to Time.

 

 

 

 

The Shameful Sham

By Ray Schultz

I shouldn’t admit this, but sometimes I get nostalgic for the scam artists of the 1980s. Even the worst of them were fun to cover as a reporter.

Well, not to worry. The old rogues may be gone. But the free market provides.

Say hello to E.M. Systems & Services, LLC, and its web of “entities and fictitious business names.”

This outfit cold-called consumers and promised to reduce their credit card interest rates, according to an amended complaint announced last week by the Federal Trade Commission and the Florida Attorney General.

But the victims, who paid from $695 to $1,495 apiece, got bupkis for their money, the lawsuit alleges.

Most did not “achieve any debt relief at all, but instead found themselves saddled with even more debt than before because of the fees the (defendants) charged to their credit cards,” the plaintiffs charge.

And, of course, many never got the refunds they were promised if they failed to realize big savings (typically, $5,000 in 90 days), the court papers state.

As I live and breathe, it sounds like an old-fashioned credit repair scheme. And it was conducted in the time-honored way—not online, but by phone, according to the FTC and the Florida AG.

With E.M. Systems directing them, callers working for One Easy and other telemarketing firms “identified themselves as being with ‘card services,’ ‘credit services,’ ‘card member services,’ or one of the unregistered fictitious …businesses,” the complaint charges.

Then they “took steps to win consumers’ trust and create an air of legitimacy to their sales pitch.” it adds.

The callers told prospects that they already had “the names of some of their credit cards and/or the amount of their credit card debt,” the complaint continues.

Despite this purported knowledge, they then asked consumers for their credit card numbers, and billed them while they were still on the phone before any services could be rendered, the papers state.

And once the fees were paid, many consumers “never heard from the Debt Relief Defendants again,” and their “attempts at further communication were ignored,” the complaint continues.

Others were sent packets of information and papers to fill out. But they “rarely, if ever,” got the promised interest rate reductions, the FTC and AG maintain.

Another defendant, CardReady, arranged for at least 26 shell merchant accounts to “be used to process credit card payments,” the government plaintiffs charge. And this led to illegal credit card laundering and factoring of credit card transactions, they add.

CardReady, a so-called Independent Sales Organization, “maintained an agreement with a credit card processor named First Pay Solutions,” the complaint says.

This part of the scheme unraveled when “11 of the 26 shell LLCs were placed on the MasterCard Alert to Control High- risk (“MATCH”) list for excessive chargebacks,” according to the complaint.

Here’s a link to the complaint if you want to read it yourself.

But let’s not prejudge. This is a civil action, and it is yet to be litigated. The alleged villains may end up signing a consent decree with no admission of guilt, or they could get off entirely.

What a throwback, though—it’s enough to make you feel young again. Assuming there’s an ounce of truth in the charges, though, I doubt that the people who were snookered are amused.

DEAR FRIEND: The Rascals, Rogues and Roues Who Made American Junk Mail Chapter 15: Sacredly Confidential

By Ray Schultz

At what point, as William Dean Howells put it, does a businessman start “his evolution from grub to beetle?” It began for many on September 14, 1901, when William McKinley died of a gunshot wound and Theodore Roosevelt was sworn in as President.

There was no immediate impact on Guild, a failed Boston advertising agent who now brokered mailing lists in the form of used letters.  He worked mostly for patent medicine sellers and other commercial riffraff.

But Roosevelt expanded federal regulatory power, and went after the meat-packing industry; it was only a matter of time before he took on the medicine business. Ladies’ Home Journal had been denouncing it for a decade, and in 1905 Colliers magazine started a multi-part series on the evil by writer Samuel Hopkins Adams.

Americans, Adams wrote, would that year spend $75 million on patent medicines, and “swallow huge quantities of alcohol, an appalling amount of opiates and narcotics, a wide assortment of varied drugs ranging from powerful and dangerous heart depressants to insidious liver stimulants; and, far in excess of all other ingredients, undiluted fraud.”

Woe to the innocents who wrote to patent medicine firms, Adams continued in the fifth article in the series in 1906. “The reply will be marked, in conspicuous letters, ‘Strictly confidential,’ even in some cases, ‘Sacredly confidential.’” But these letters were sold through brokers, and packaged by disease.

“One of the largest of these letter-brokers is the Guild Company of 132 Nassau street, New York. Guild’s brochure, the ‘printable part,’ offered Dyspepsia Letters, Narcotic Letters, Heart Letters, Kidney Letters and Obesity Letters and Stomach Trouble and Deaf Letters,” Adams went on.

One can only imagine the alarm at 132 Nassau St, where Guild and his man-Friday Edward W. Proctor worked at this trade. Anthony Comstock’s office was down the block at 23 Nassau. Would the old vice crusader raid them?

He didn’t—the real danger was economic. Roosevelt had that year signed the Pure Food and Drug Act, requiring, among other things, that medicine sellers label their ingredients. Guild’s client Swamp Root now stated its potion contained “NINE PER CENT PURE GRAIN ALCOHOL” (a revelation for people who wondered why they felt better after drinking it) and that this was “Guaranteed by Dr. Kilmer & Co. under the Food and Drug Act, June 30th, 1906.”

Weaker patent medicine firms closed their doors, and others saw their mailing lists eviscerated. Another Guild client, the D.A. Williams Company, went from having 62,366 letters to rent between 1901 and 1906 to a mere 8,655 for the two-year period ending in 1909.

The Roosevelt administration then struck out at Guild’s other client base —the mail order newspapers. The post office ruled that they would be mailed at the publishing rate only to bona fide subscribers. But there were few of those. And now the papers had to stop sending free sample copies and listing the recipients as…subscribers. The Guild Co. took a hit: Revenue fell to $6,537 in 1906, and the loss was almost double that amount, thanks to the $10,000 bonus Guild paid himself.

***

The tree-lined town of Haworth, New Jersey consists of a church, a row of stores, and a gas station. Just west of this small town center stands a two-story house that in 1995 was home the Guild Co. Ed Proctor Jr., a thin-faced man of 89 who had just undergone open heart surgery, sat there one snowy afternoon and discussed his father.

“My father was the smartest guy who only got through 8th grade,” Proctor said. “He never finished high school, but he read incessantly, and he always went to the YMCA and other places for courses. He was a very religious man, very straight. He wouldn’t put with anything,”

If that were so, how could he work for the medicine pushers and mail order paper barons?

“You could advertise anything you wanted in those days—the FDA wasn’t there,” Proctor Jr. answered. “It was the same thing with publications. You could advertise any sort of circulation, go out and rent lists and send the papers for free.”

Proctor pointed to the only visible remnant of the founder: a photo standing on a cabinet. Guild is wearing a dark suit, a vest and a straw hat, and holding a cigar. A white dog stands between him and an air-cooled Franklin automobile. “That would have been in 1920,” said Ed Proctor Jr. “Mr. Guild must have been about 70 at that point.”

“Mr. Guild was a great salesman,” Proctor continued. “He’d go into someone’s office and say, ‘Break out your checkbook, I’ve got a million names for you.’ He’d bluster his way through., whereas my father was shy and retiring.” On the other hand, “Mr. Guild was a wild guy—my father was a settling influence. He would calm him down. Guild respected my father.”

Of course, Proctor knew (as did Guild) that legitimate firms were already mailing to niche audiences. In 1895, Horlicks’s Food Co., of Racine Wis., offered clergymen a sample pack of its new malted milk mix. The powder contained nutritive extracts of malted cereals, combined with rich Wisconsin dairy milk—Hence its value to you as a preventive of exhaustion incident to close application to study, or a long discourse, (so trying to clergymen, both physically and mentally), said the letter printed in green ink, in a facsimile of typewriting.

Then there were the giant mail order firms, like Sears, Roebuck. Could the Guild Co. win a better class of client?

It apparently did, and Proctor credited his father. “My father was the financial wizard or brains for that group,” he said. “That’s why Mr. Guild went broke in Boston—he had no grasp at all of finance. My father was the one who had to learn the business and make the contacts.”

In 1907, sales jumped to $21,826, and in 1909 they topped $41,000. Proctor was now making a very comfortable living, possibly as much as $5,000 a year. He married a secretary in the office, moved to Teaneck, New Jersey, and in 1909 Edward Jr. was born.

Eventually, the Guild Co. offered letters from farmers, and from people had purchased dry goods and novelties. “Millions of original letters of every description we have for rent—all of which are recent,” it proclaimed in a 1916 trade ad. “They are letters received from advertising in leading publications by mail order houses. They can be rented at a nominal price.”

Just what did the company offer? Letters in some old business categories—and some new ones.

“They are letters received from advertising in leading publications by mail order houses,” the ad said. “They represent MEDICAL—DRY GOODS—AGENTS—NOVELTY—FARMING—INCUBATOR—TRUST—FOREIGN LANGUAGE—LETTERS, etc.

“Increase your business by direct advertising,” it urged.

Meanwhile, the balance in the office had shifted. Guild was spending more time at his home in Maine. He hunted and enjoyed his breakfasts of steak and fried potatoes. Proctor ran the office, although Guild’s wife Addie was listed as president.

“He was a jolly old fellow,” said Ed Proctor Jr., who accompanied his family to visit the Guilds in Maine. “He sure was rotund—he ate regularly.”

Maybe he ate too regularly. In 1920, Proctor Sr. came home one night and announced, “Mr. Guild died.” Several months later, Proctor bought the company for $100,000 that he borrowed from a bank. And he took over just as the junk mail business was entering its most prosperous decade.

Chapter 16: Paper Bullets