List Leaders Plan to Expand Activity

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The Direct Marketing Association's List Leaders group is seeking to expand its scope and become more involved in industry issues, according to the DMA, which hosts the List Vision '99 conference in New York next week.

Among the initiatives the group has planned are establishing a "Best of Class Industry Practices" program to improve the operational efficiencies at list companies. Further information about the program is expected to be unveiled later this year.

The Leaders Group -- led by its new chairman David. O. Schwartz, president of 21st Century Marketing, Farmingdale, NY -- will stage a meeting Tuesday preceding the List Vision conference. The session will include industry updates, a summary of DMA research, including the DMA's List Metrics as well as a presentation by publishers in the direct marketing press.

More than 24 CEOs and presidents are expected to attend the List Leaders session, the DMA said.

Separately, the List Leaders has scheduled the DMA List Leaders Basic Training seminars for later this year in New York and Chicago. The first part of the program provides a general introduction to the list industry, including information of types of lists, sources of lists, privacy and other information. The second half includes lessons on merge/purge, mathematical applications and list research, modeling, regression and case studies. The sessions are scheduled for Sept. 16 and 17 in Chicago and Oct. 18 and 19 in New York.

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