Word: scherman
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Dates: during 1940-1949
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...Opera (Sun. 7 p.m., Mutual). The third act of Puccini's La Bohème, in English. Thomas Scherman conducting...
Bonbons & Books. The man who put this golden formula to work in the U.S. is nervous, precise Harry Scherman, 59, a onetime free-lance writer. When he flopped at that, he went into advertising. For a client, he devised a plan to give away pocket-sized classics with each box of candy, was amazed to find later that 1,000,000 classics a year could be sold for 10? apiece without candy...
...them. He set up a board of five cultural experts, to choose a book a month for B.O.M.C. members. B.O.M.C. now has 900,000 members; they usually pay the regular retail price for books, but get a book free with every two bought, and one for joining. President Scherman can afford the dividend...
Exactly how much Scherman's club makes is his own trade secret. But the retail value of all books distributed by B.O.M.C. last year, including book dividends, was $25,000,000. Because of the dividends, bookmen guessed that B.O.M.C. did not take in more than $15,000,000. Of this, they estimated that no more than $3,000,000 was spent on advertising, promotion and mailing; another $2,000,000 for royalties; another $5,000,000 to print the books. Bookmen concluded: of the remaining $5,000,000, a substantial chunk was profit...
Nevertheless, energetic Mr. Scherman is not satisfied. This month he will launch a new advertising campaign, which he hopes will boost B.O.M.C. members over 1,000,000, make it the biggest book club...