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DMA Begins FSI Program

SAN FRANCISCO — The Direct Marketing Association will try to increase market share for the industry with the launch of a 2.2 million-piece free-standing insert program next month, according to DMA president/CEO H. Robert Wientzen.

He made the announcement during his keynote address yesterday at the DMA show at Moscone Center here.

The program will have a holiday gift theme and run in Sunday newspapers in select areas nationwide Nov. 24. The four-color FSI was designed by AGA Marketing & Design and will be circulated by Valassis.

For this test, 20 direct marketers from the DMA's Shop-At-Home Image Campaign were selected to participate. They include L.L. Bean, Omaha Steaks, Harry and David, Brylane Home, Lillian Vernon, Hammacher Schlemmer, Discovery Channel and Casual Living.

The FSI also will contain the Web address for the DMA's consumer shopping site, www.shopthenet.org. The site features listings for more than 200 member catalogs.

If the program is successful, the DMA will consider future FSI programs, Wientzen said.

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