Anyone read this book called Tested Advertising Methods FIFTH edition by John Caples, revised by this guy called Fred Hahn

(BTW who is this Fred Hahn? I think John Carlton is the right person to do the revised version...)

Like to ask if the FIFTH edition of this particular book is as good & original or even BETTER than the original version? My worry is that the revised book may contain a mixture of edited and dissolved works of the previous author (John Caples) and thrown-in ideas by the revised author (Fred Hahn) and as a result, the book loses its worth

Does anyone has ANYTHING to say about this?

PS: Don't get me wrong... I love John Caples btw... just that this Freddy guy is gettin' me skeptical about Caples' book

Dude, Caples died in 1990 (or around that time).

The 5th editon has been around since 1998. The updated version just has newer ads/examples...that's it.

Buy the damn book. It's probably the best book on copywriting ever written and it's only like $15.

The 5th edition is a "bastardized"
version of the original.

DON't BUY THE 5TH EDITION!

Fred Hahn "updated" the book by
including Madison Ave. ad examples
and excluding some of Caples'.

My suggestion is find the 4th edition
or earlier. It's available on the cheap.

I got mine for $4.00.

John Anghelache
www.TheJohnAngelReport.com

P.S. I first heard the above advice from
John Carlton. Being skeptical, I checked
out the 5th edition and the 4th before I
bought the 4th. I'm telling you, Carlton
was dead on. There's a world of difference
between the two versions.

thanks john!

btw saw yr website

shouldn't the headline have quotation (")

btw john, what do u think of Bob Bly's books?

Quoting the "bastardized" changes from the 5th edition:



Nothing in this new edition departs from the basic techniques and principles he taught.

What's New In This Edition:

Wider application. Much of Caples' discussion assume the resources of a major agency. But his insights can be applied equally well by smaller advertising departments or one-person do-it-yourselfers. These application have been added without further comment.

More varied illustrations. In addition to outstanding newspaper and magazine ads from the 1990s, this edition includes current tested direct mail and multimedia campaigns that show the validity of Caples' "scientific" approach to all advertising.

Terminology and nomenclature. Caples wrote to persuade advertising professional to his scientific approach. He used their--and his--terminology without further explanations. To make this edition more accessible to beginners, trade terms now are defined immediately, in context, the first time used.

Case histories. Hundreds of case histories are updated or replaced to show contemporary usage and application, such as no longer assuming that all women are "housewives" or an oil change costs $3.20.

The story behind the man behind history's most famous ad.



If you don't own it, BUY it TODAY.