Advertising Age: At 90, Direct-Marketing Legend Wunderman Looks Forward…, 2010-Jul-26, by Rance Crain

Lester acknowledges that competition, on all levels, is becoming much more intense, including the competition to get information the other guy doesn't have access to. "And therefore to hit the right target at the right moment and the when — the right moment is the when, and it's the one thing we don't know. The when is the big mystery. Frequency doesn't solve the when. Frequency is 'I don't know when so I'm just going to keep after you until the when is ready.'"