ABSTRACT
WRK was one of the first agencies to focus on mail-order advertising. The practice was a success from the start, turning WRK into the largest mail-order agency in the country within a year of its founding. In 1961 it became the first direct-mail agency to be invited to join the American Association of Advertising Agencies (AAAA, or “Four A’s”), symbolizing the industry’s acceptance of mail order-which had long suffered from a lack of respect-as a viable advertising technique.
