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DMA President-CEO Greco stresses ROI of direct marketing, urges industry self-regulation

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Chicago—As marketers search for the right mix of channels in their media plans, they should note the return on investment for direct marketing is $11.69 for every dollar spent, said John Greco, president-CEO of the Direct Marketing Association, who touted that figure in his opening remarks at the group’s annual conference and exhibition here. The ROI for nondirect advertising this year is $5.24 for every dollar spent, he said.

Greco covered several issues in his speech, including announcing new list compilation guidelines and 15 environmental/green initiatives. He also addressed the need for direct marketers to regulate themselves rather than let themselves be regulated.

“If we can’t self-regulate successfully, you might as well turn off the lights and hand over the keys of your business to the legislators and regulators right now,” Greco said. “If we don’t succeed, they will dictate the success or failure of the direct marketing community.”

Greco’s talk was peppered liberally with references to politicians, including Chicago’s Mayor Richard M. Daley, who welcomed the crowd to the city. Additionally, Chicago Congressman Danny K. Davis (D-Ill.) addressed attendees, and later in Greco’s remarks, Senators John Ensign (R-Nev.) and Mark Pryor (D-Ark.), appeared on video to discuss direct marketing issues and challenges.

One other Washington voice, also appearing on video, was FTC Chairman Deborah Platt-Majoras, who along with the others expressed support of self-regulation.

—Carol Krol

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