The Way I Heard It with Mike Rowe 425: Darrell Lester—The Eight Letter F Word
Feb 11, 2025
Darrell Lester, the former vice president of marketing at Publishers Clearing House and author of "Downfall of an Icon," shares the fascinating tale of PCH's rise from a small business to a beloved brand, then to facing controversies. He explores the delicate balance between innovation and greed in American capitalism. Darrell reveals engaging personal anecdotes about marketing strategies, the evolution of lottery dynamics, and the launch of the iconic 'prize patrol.' He also discusses the quirky culture at PCH and the unexpected lessons learned from its dramatic journey.
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Darrell's PCH Journey
- Darrell Lester, a math major, joined Publishers Clearing House (PCH) in 1973.
- He rose to senior vice president over 30 years, witnessing PCH's rise and fall.
The Audacious Raise
- Darrell Lester's first day at PCH involved a bold move: asking for a raise.
- His boss, Alan Rabinowitz, was speechless but ultimately granted a small increase.
Early PCH Strategy
- PCH's initial success stemmed from combining multiple magazine subscriptions into one mailing.
- This 1% response rate, though small, proved viable due to low cost of goods.