List Community Weathers Change, Luncheon Speakers Say

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NEW YORK -- The list industry is a strong community that embraces change, according to an address by Fran Green, president of data management at American List Counsel, given at the company's sixth annual For Brokers Only luncheon, yesterday at The Lighthouse on Chelsea Piers.

Though the economy, privacy legislation and the national crisis were all tough on the direct marketing community, Green said, some of the other changes of the past year or so have been positive. She cited the acceptance of direct marketing, the importance of data, the rise of e-marketing and other technological advances as good things for the list industry. The event drew nearly 200 attendees.

Guest speaker Susan Crandall, editor in chief of MORE magazine, focused on the aging baby boom generation, saying, "Another boomer turns 50 every 8 seconds."

Crandall gave other statistics about this desirable target for marketers, including that there are 76 million boomers and that more people will turn 50 this year than ever in history.

MORE launched two test issues in 1997, doing so well that the magazine was rolled out without the planned third test, she said. Circulation has grown to 700,000 since the September 1998 launch.

The Meredith Corp., parent firm of MORE, sponsored her presentation.


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