New York—The Direct Marketing Association has shuttered its 8-year-old custom publication, inMarketing, after it failed to gain traction following a relaunch last year.
In September, the publication’s name was changed from The DMA Insider to inMarketing and its frequency increased from five times a year to monthly in a bid to generate ad revenue from the direct marketing community. At that time, DMA said circulation would reach 45,000 senior marketing professionals, close to a 50% increase from The DMA Insider’s audience. Boston-based Pohly Co. was the publisher.
The DMA said it will instead explore development of several new communications vehicles, including a quarterly stewardship report that will keep members apprised of DMA activities and key issues affecting the direct marketing community, as well as print and electronic newsletters.