Wientzen Predicts Continued Importance of Lists

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NEW YORK -- H. Robert Wientzen, president/CEO of the Direct Marketing Association, focused on a theme of extraordinary times for the list industry last week in his luncheon address here at the DMA's List Vision 2000 conference.

Despite the Internet explosion and the privacy debate, Wientzen said, "I predict that lists are, in fact, going to remain at the heart of direct marketing."

He encouraged list professionals to continue their push into online marketing, but he also urged them to be proactive and aware regarding privacy issues.

"Smoke and mirrors will not work," Wientzen said about privacy practices.

If list professionals do not regulate themselves, he added, the government will and it will do it badly.

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