Finance:Joe Sugarman
Joseph Sugarman (April 25, 1938 – March 18, 2022) was an American direct marketing entrepreneur, copywriter, and founder of JS&A Group and BluBlocker Corporation. He was known for his work in direct-response advertising, including mail-order marketing, long-form print advertisements, and television infomercials.[1][2]
Early life and education
Joe Sugarman was born in Oak Park, Illinois, and raised in the Chicago area.[1][3] He attended the University of Miami, where he studied electrical engineering, and later served in the United States Army, including service in West Germany.[1][3]
Career
Ski Lift International
In 1965, Sugarman co-founded Ski Lift International (SLI), an aerial lift manufacturing company based in Incline Village, Nevada, alongside Samuel G. Bonasso.[4]
JS&A Group and mail-order marketing
Sugarman founded JS&A Group in 1971, a mail-order company that marketed consumer electronics and technological novelty products directly to consumers through print advertising.[5][6]
His company sold emerging consumer technologies including pocket calculators, digital watches, and electronic chess computers.[6] The New York Times described Sugarman as a "mail-order maverick" whose advertising style relied on editorial storytelling rather than traditional advertising formats.[5]
Sugarman's advertisements appeared in national publications including The Wall Street Journal, Popular Mechanics, and other magazines, using detailed product explanations and narrative copy designed to generate direct consumer response.[5][1]
By 1979, JS&A had reported annual revenues of approximately $12 million and employed about 70 people.[6] The company was known for marketing innovative consumer electronics products that were not widely available through traditional retail channels.[6]
Among the products marketed by JS&A were consumer chess computers, which were promoted using endorsements from prominent chess figures including world chess champion Anatoly Karpov.[6] These products were sold using direct-response marketing methods that enabled consumers to order directly from advertisements.[6]
Federal Trade Commission dispute
In 1981, the Federal Trade Commission (FTC) filed a complaint in federal court against Sugarman and JS&A Group Inc., alleging violations of federal consumer-protection laws and the FTC’s Mail Order Rule, including failure to ship merchandise within required time frames.[7]
The dispute received national media attention. United Press International reported that Sugarman publicly criticized the FTC’s actions and undertook advertising campaigns attacking the agency.[8] Time magazine described the case as part of a broader confrontation between the FTC and mail-order firms during that period, noting Sugarman’s public opposition to the agency.[9]
Direct-response television and infomercials
Sugarman later expanded into television advertising using direct-response infomercials.[10]
His infomercials frequently featured street interviews, product demonstrations, and conversational presentations combined with toll-free telephone ordering systems, allowing viewers to purchase products directly.[10][1]
His advertising style differed from conventional television commercials by using longer-form storytelling and testimonials to build consumer trust and engagement.[1][5]
BluBlocker sunglasses
In 1986, Sugarman introduced BluBlocker sunglasses, which became his most widely recognized commercial product.[1][2]
BluBlockers were marketed primarily through television infomercials and direct-response advertising campaigns, with Sugarman appearing in advertisements personally.[10][1]
The BluBlocker infomercials became widely recognizable and contributed to the brand's commercial success.[10]
Time magazine later identified BluBlocker as one of the most notable infomercial-marketed products, highlighting its cultural visibility and widespread advertising presence.[11]
Awards and recognition
Sugarman received industry recognition including being named Direct Marketer of the Year in 1979 and receiving the Maxwell Sackheim Award.[1][3]
Publications
Sugarman authored several books on marketing and persuasion, including:
- Success Forces (1980)
- Advertising Secrets of the Written Word (1998)
- Triggers (1999)
- The Adweek Copywriting Handbook (2006)
His books have been used as instructional material in marketing and advertising education.[1]
Personal life and death
Sugarman lived in Las Vegas, Nevada, in his later years.[2][1]
He died on March 18, 2022, at the age of 83.[1][2][3]
References
- ↑ 1.00 1.01 1.02 1.03 1.04 1.05 1.06 1.07 1.08 1.09 1.10 1.11 Roeder, David (March 25, 2022). "With a knack for narrative, Joseph Sugarman used words to move products". Chicago Sun-Times. https://chicago.suntimes.com/obituaries/2022/3/25/22996929/joseph-sugarman-obituary-mail-order-products-blublocker-sunglasses.
- ↑ 2.0 2.1 2.2 2.3 "Joseph Sugarman Obituary". Chicago Tribune. March 25, 2022. https://www.chicagotribune.com/obituaries/joseph-sugarman-las-vegas-nv/.
- ↑ 3.0 3.1 3.2 3.3 "Founder of BluBlocker Sunglasses, part-time Maui resident, Joseph Sugarman dies". Maui Now. March 26, 2022. https://mauinow.com/2022/03/26/founder-of-blublocker-sunglasses-part-time-maui-resident-joseph-sugarman-dies/.
- ↑ Sugarman, Joseph (2006). The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Wiley. ISBN 978-0470051245.
- ↑ 5.0 5.1 5.2 5.3 "Joseph Sugarman, Mail-Order Maverick". The New York Times. March 30, 1980. https://timesmachine.nytimes.com/timesmachine/1980/03/30/111774420.html?pageNumber=176.
- ↑ 6.0 6.1 6.2 6.3 6.4 6.5 Richman, Tom (January 1, 1982). "Joe Sugarman: Free Enterprise Hero?". Inc.. https://www.inc.com/magazine/19820101/5254.html. Retrieved February 18, 2026.
- ↑ Brown, Merrill (September 2, 1981). "FTC Charges Mail-Order Firm, Owner". The Washington Post. https://www.washingtonpost.com/archive/business/1981/09/02/ftc-charges-mail-order-firm-owner/b320cb27-eff1-4607-82fc-3fa9fb51fe6d/.
- ↑ "A Chicago businessman who took out ads and even published a comic book to attack the Federal Trade Commission". United Press International. September 1, 1981. https://www.upi.com/Archives/1981/09/01/A-Chicago-businessman-who-took-out-ads-and-even/2023368164800/.
- ↑ "Business: Open Season on the FTC". Time. September 1981. https://time.com/archive/6881756/business-open-season-on-the-ftc/. Retrieved February 28, 2026.
- ↑ 10.0 10.1 10.2 10.3 "The Very Bright Life of Joe Sugarman, the Man Who Gave the World BluBlocker Sunglasses". July 5, 2022. https://melmagazine.com/en-us/story/blublocker-sunglasses.
- ↑ "25 Worst (We Mean Best) Infomercials". Time. August 18, 2010. https://content.time.com/time/specials/packages/article/0,28804,2011470_2011194_2011181,00.html. Retrieved February 18, 2026.
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