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. ^ a b c d e f g h i j k l Roeder, David (March 25, 2022). "With a knack for narrative, Joseph Sugarman used words to move products". Chicago Sun-Times. Retrieved February 18, 2026.
  2. ^ a b c d "Joseph Sugarman Obituary". Chicago Tribune. March 25, 2022. Retrieved February 18, 2026.
  3. ^ a b c d "Founder of BluBlocker Sunglasses, part-time Maui resident, Joseph Sugarman dies". Maui Now. March 26, 2022. Retrieved February 18, 2026.
  4. ^ 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. ^ a b c d "Joseph Sugarman, Mail-Order Maverick". The New York Times. March 30, 1980. Retrieved February 18, 2026.
  6. ^ a b c d e f Richman, Tom (January 1, 1982). "Joe Sugarman: Free Enterprise Hero?". Inc. Retrieved February 18, 2026.
  7. ^ Brown, Merrill (September 2, 1981). "FTC Charges Mail-Order Firm, Owner". The Washington Post. Retrieved February 28, 2026.
  8. ^ "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. Retrieved February 28, 2026.
  9. ^ "Business: Open Season on the FTC". Time. September 1981. Retrieved February 28, 2026.
  10. ^ a b c d "The Very Bright Life of Joe Sugarman, the Man Who Gave the World BluBlocker Sunglasses". MEL Magazine. July 5, 2022. Retrieved February 18, 2026.
  11. ^ "25 Worst (We Mean Best) Infomercials". Time. August 18, 2010. Retrieved February 18, 2026.
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