New York--In an unprecedented move meant to attract participants to its upcoming 84th Annual Conference & Exhibition in Chicago, the Direct Marketing Association announced it is offering free airfare with every new registration. "As a result of current economic conditions, many businesses have cut travel in order to reduce costs," said H. Robert Wientzen, DMA president-CEO, in a statement. "The events of Sept. 11 have changed our nation and have dramatically impacted the way we do business. Since the President and government leaders have urged the nation to get back to business, the DMA is doing everything it can to help its members conquer the considerable challenge of restoring consumer confidence and stability." The DMA's offer is limited to travel within the continental U.S. and Canada on an American Airlines coach flight with a Saturday night stay, according to a DMA press release. The DMA has also renegotiated hotel rates to reduce the published rates by 20% per night at many of the conference-affiliated hotels. Registration to both the DMA annual conference, to be held Oct. 28-31, and the preceding weekend's special sessions, is $1,500 for DMA members and $2,180 for non-members.