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They're Entertainment

Continued from Page 45

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Hughes Potiker looks in on agent Julie Spehar at Entertainment
Travel Services.

kids their time as much as pos-
sible."
"Family always came first,"
Sheila adds. "One of the bonuses
of running our own business
was that I could leave to attend
to a family matter and not be
reprimanded for it."
Neither Hughes nor Sheila
feel their children were
shortchanged on time or affec-
tion in the process. And while
all three children pitched in at
the office when they were
young, none were pushed into
following their parents'
footsteps. Jori began working
with Entertainment Publica-
tions as a receptionist while in
high school. Brian, a junior at
the University of Michigan, and
Lowell, who will graduate from,
Pepperdine University Law
School this spring, have opted
for other careers.
, The fact that both the Potik-
ers started out in other fields
before entering the coupon busi-
ness themselves probably played
a role in their strong desire to
let their children go their own
ways. Hughes, a native Detroi-
ter, was a • lawyer.
Philadelphia-born Sheila, who
moved to Detroit at then age of
six, was a substitute teacher in
Oak Park.
But Hughes felt restless with
his small pracfice. "While I like
law, I've always been an entrep-
reneur at heart. Even through
school (Wayne State University
and WSU Law School) I was al-
ways coming up with little
promotional ideas. So for me,
the idea for the Entertainment
Book was really just a natural
extension of my personality."
,Coupon books were nothing
new, the Entertainment presi-
dent explain& In fact, a number
of books offering discounts had
appeared during the Depression
as a way to generate business in
an economy that was hanging
on for dear life. But nothing had
been tried- on the scale that
Potiker envisioned. -
In the beginning, Potiker
found that his toughest sale

was, unfortunately, his closest
associate. "I wanted him to be a
judge," Sheila Potiker says.
"And this looked like a big
gamble to me.
"You're building a - house of
cards," Sheila kept reminding
her husband. But Hughes per-
sisted, enticing a small group of
investors drawn from his list of
clients. He continued the
lega practice while nurturing
•
the new entetprise;
Last year, more than 1.3 mill-
ion books were sold netting re-
venues of $32 million. Other
products and services marketed
by Entertainment Publications
brought in almost $1 million
more.
According to Hughes Potiker,
the number of markets the com-
pany serves has nearly doubled
since it went public in 1983.
Sales for 1986 "are expected to
top 1.6 million books, he says. -
Looking back on things,
Sheila concedes „that her doom-
and-gloom "house of cards" pre-
diction was made somewhat
prematurely. What the Potikers
have built in the past 25 years
appears to be one' of the few
truly recession-proof businesses.
"In tough times, vo3 get more
members and sell more books in
affluent areas because people
don't want to give up their lifes-
tyles," according to Hughes
Potiker. "On the other hand,
when the economy is on the up-
swing, people have an opportun-
ity to try more things and we
increase our membership that
way."
"Times have changed," Sheila
Potiker adds. "It used to be that
we aimed the book 'to sell to
women. While in a household
where there is a couple, the
woman is still the one who usu-
ally decides the social life there
nce
is a fairly large male audie
that we have to cater to as
well." )
The book also has great ap-
peal to the baby-boomer genera , :
tion, according to the Potikers.
People are always looking for a
cut-rate deal, they insist, even if

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