John Samples: Sample direct mail packages addressed to a fictitious John Sample of Any Street, Any City, and kept by the mailer as a record of the look and contents of each mailing.
Johnson Box: Copy placed at the top of an appeal letter and surrounded by a box or other graphic element, usually highlighting member benefits or the need, to persuade donors to read on. Named after Frank Johnson, American direct mail pioneer, who invented the device to promote magazine subscriptions in the 1970s.
