Panelists Cite Technology, Training as Crucial

Share this content:
NEW YORK -- The use of and investment in technology and employee training are critical to a business as labor intensive as the list industry, according to the opening panel of list professionals here yesterday at the Direct Marketing Association's List Vision 2002 conference at the Waldorf Astoria.

"We are the business of exception," said Ben Perez, president of Millard Group Inc., Peterborough, NH. Every order is an exception in the list industry, he said of orders that are tailored for each purchase.

The panelists also agreed that business has been tough in the past few years.

"Our industry is not isolated from the business world at large," said Chris Paradysz, CEO of Paradysz Matera, New York. Though the list business was insulated somewhat from the economy in the past, he said, that no longer is the case.

David W. Florence, founder/chairman of Direct Media Inc., Greenwich, CT, said that business leveled off in early 2001 and has been flat ever since.

Perez said he saw the slowdown begin in October 2000 but that things were picking up. Even so, he said that testing has dropped off about 8 percent, new mailers had decreased about 15 percent and that revenue was down by double-digit figures.

Panelists were unsure about predicting a year into the future. When asked to look ahead three years, predictions for the list industry included increased use of technology, continued consolidation, higher postal rates and continued privacy issues.

Bob Castle, direct marketing consultant and chairman of the conference, moderated the discussion.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above