BtoB

DMA aims to be more responsive

CATALOGERS DISSATISFIED

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One disaffected group was catalogers, some of whom formed the American Catalog Mailers Association in 2007 over concerns that the DMA had not represented them well in efforts to keep catalog postage costs down. “Catalogers don't wish the DMA ill,” said ACMA President-Executive Director Hamilton Davison. “There are a lot of issues—such as privacy, taxation and the environmental impact of the mail—that we have in common.” ACMA was formed, Davison said, to address “those issues that are impossible for a broad-based group to attack, such as postal costs, where you need a distinct voice.” Davison said he has been in contact with some DMA members to see how ACMA and the DMA can work together, particularly on postal reform. Another area that some feel the DMA has neglected is b-to-b marketing. “I've always found it mystifying that the DMA has been unable to get hold of the b-to-b community and serve its needs,” said one longtime member of DMA's b-to-b council, who requested anonymity. “There is little b-to-b content in their seminar lineups, for example.” In response, Neil O'Keefe, DMA's VP-multichannel segments, said DMA09 included “at least seven sessions specifically addressing b-to-b issues.” DMA's Web site lists a total of 211 sessions that were scheduled during the six-day event.
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