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To the Editor:—
The Figure shows one day's mail influx—besides the bills, the checks, and the purchased journals, which are not included. Nearly all of that illustrated hits the wastebasket without being opened.It takes me only a minute or two to whip them one by one from my desk into the basket. But think of the cost to the drug companies, the post office, and, of course, to the patient and public at large, who ultimately pay for everything.I do not know how to advise drug companies to advertise; I only believe that this direct mail is not the way to do it. Advertisers should give thought, too, to the possibility that this surplus literature may create prejudice against them.
Burnham PJ. The Day's Mail. JAMA. 1967;199(9):674. doi:10.1001/jama.1967.03120090116034