The overall attraction of direct-mail is easy to understand. Catalogs remain the highest-quality, most visually-alluring vehicle to capture an audience, present product, create an aspirational lifestyle and generate solid customer loyalty and brand-awareness.
These guys aren't trying to copy what Harvard does. Minerva won't have a physical campus and won't have a library. Students will take their courses in six or seven different cities, moving every six months or so with a cohort of about 150 peers: San Francisco, London, Singapore.