About Us


We are Cindy Schumacher and George Wright, and we are excited to introduce you to our upscale direct-mail savings magazine called Shop Rochester.

First, a little about us.  Combined, we have more than 45 years of hands-on experience in the direct-mail industry. During that time, we have seen first-hand what works, and what doesn’t.

We have put everything we’ve learned about effective direct-mail into Shop Rochester.

We know that Shop Rochester will succeed only to the extent that we help you, our advertisers, succeed. Thank you in advance for the opportunity to help you grow your sales, your business, and your brand.


Cindy Schumacher

George Wright

Advertising is salesmanship. The only purpose to advertise is to make sales. It is profitable or unprofitable according to its actual sale. Treat it like a salesman. Force it to justify itself. Compare it with other salesman. Claude C. Hopkins, Inventor of the Coupon

Use coupons to accomplish the following:

  • Increase sales
  • Change consumer buying habits
  • Encourage repeat purchases
  • Encourage customers to try a new product
  • Target specific markets
  • Launch a new marketing campaign
  • Respond to competition
  • Promote “sell-through” to other products
  • Build a customer relationship program
  • Increase  floor traffic
  • Promote customer loyalty
  • Increase product awareness
  • Move over-stocked inventory
  • Soften price increases
  • Get consumers to “trade-up”
  • Enter to win sweepstakes
  • Announce a new location
  • Build a customer email database