DMA Should Concentrate on Industry's 'Adult Problem'

Share this content:
DM News' Oct. 24 editorial ("Shifting the Leadership Paradigm at DMA05") has been lying on my desk since its arrival while I ask myself why I should bother you with the same old reaction to [Direct Marketing Association president/CEO] John Greco. But then I tell myself that as one of the older DM gurus still capable of concurrent - keeping two things in mind at the same time - thought, why not?

Firstly, while you undoubtedly acted from nothing but the noblest of motives, I don't really see Greco accepting your offer to mail his magazine for FREE in the same package that might well include your comments about his imperfections. Why not offer him a regular column (which I can critique now and then)?

Secondly, as I point out in my books and in some of the comments you've been wise enough to print, the solution to any difficulty is to understand the problem. Concerning the DMA's mission, that is not some BTB propaganda, it is not the tiny fraction of DMers who do not follow association guidelines, it is not even the competitive media who demonize us as junk mailers.

No, our major problem is with legislators who do not understand what we do and why it is critically important to our nation's economy. Now if that is the case, then our DMA's efforts should be focused on convincing those legislators of our worth. But rather than self-servingly having them hear from us, we should bend our efforts toward having those legislators hear from the business community we serve.

Let the DMA concentrate on networking with our nation's leading corporate marketing staffs. When legislators propose rules and regulations that would negatively affect those corporations, call it to their attention and ask them to speak on their own behalf.

Once the DMA paradigmizes itself in that direction, it can play with association newsletters and other toys. Until then, it should stick to the adult problem we all face.
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here