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By Published on .

CHICAGO (AdAge.com) -- The Direct Marketing Association laid off 19 people this week -- or 10% of its staff -- across the organization, in response to the struggling economy.

The layoffs follow 14 job cuts in May, primarily in the DMA's seminar department.

"This time it's completely across the board; there's not one department that's impacted more than another," a DMA spokeswoman said. "It's a result of the economic downturn, and Sept. 11 added to that."

Meanwhile, the DMA, which is holding its annual conference in Chicago Oct. 27-31, is offering incentives to spur attendance, including free airfare and a guarantee promising attendees a full refund of their registration fee if they do not improve their bottom line this year by at least 10 times the cost of conference.

"Obviously we won't have as many [attendees] as last year, but the expectations are still high because we have so many offers out there," the spokeswoman said.

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