DMA Kicks Off Shop-At-Home Publicity Campaign

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The Direct Marketing Association began its 2001 Shop-At-Home Image Campaign publicity program yesterday.


The program began in 1987 as a seasonal mailing sent to several hundred feature writers. Over the past 13 years the program has expanded to include year-round outreach to newspapers, magazines, television, radio and online news media.


The purpose of the program is to increase consumer acceptance of catalog and Internet shopping.


DMA catalog members interested in participating in the 2001 campaign can sign up now, said Amy Blankenship, director of the Shop-At-Home information center.


During the recent holiday season, participants were featured in a variety of media outlets, including CNN, The New York Times, USA Weekend magazine and Latina magazine.


The program has a wide range of product categories, including CatalogCity.com, L.L.Bean, J.Jill, Crutchfield Electronics, Lillian Vernon and Harry & David.


For more information about the program, contact Marianne Drnek, manager of consumer media relations at 212/790-1589 or go online at the DMA's Web site at www.the-dma.org.
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