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What Stays in Vegas by Adam Tanner

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7

Direct Marketing

How Would You Like to Earn $10,000 in a Summer?

After enrolling at Wesleyan University in 1993, Joshua Kanter returned home to New Jersey for the first time over Thanksgiving. His mother had gathered his mail into a four-inch stack, most of it junk. One envelope grabbed his attention. “How would you like to earn $10,000 in a summer?” a bold headline from University Painters asked. Working the summer before college had brought in only $1,200, not enough to fulfill Kanter’s dream of buying a car.

At that time University Painters sought out college students in certain ZIP codes so it could target key markets. To find the right entrepreneurially minded youth, the company rented lists of students at universities within a few hours ...

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