Benny's Mail Order Catalog

I was most honored to be inducted into the Direct Marketing Association Hall of Fame in 2004, for producing the first catalog, which sold scientific and academic books.


My catalog came with the first mail order guarantee: “Those persons who live remote, by sending their orders and money to B. Franklin may depend on the same justice as if present.” I wanted my customers to have complete trust in me.

I've come a long way to be Benny the Blogger now, and the mail order business has certainly come a long way too. According to a survey conducted at the Direct Marketing Association’s 2011 Conference & Exhibition, 80 percent of 231 attendees polled said they anticipate that their marketing budgets will increase in 2012.