Anyone ever hear of Siegfried Vogele? and the 20 second rule of direct mail

Has anyone ever read the "Handbook of Direct Mail" by Siegfried Vogele?

I did years ago. Somehow of the 4 libaries in the country that had a copy, my little Michigan City was one of the them.

So I paged through it - eye movement patterns, hmmm... direct mail vs. the wastebasket - hmm....

Now, years later I found this:

http://www.cdmdirect.com/eyestudy1.htm

Which summarizes some of Vogele's findings and ideas. An interesting read for anyone who is obsessed with direct mail.

Success,

Erik