New York--The Direct Marketing Association this week laid off 19 employees, or 10% of its staff. The across-the-board cuts were the result of the economic downturn.This is the second round of layoffs this year at the New York-based DMA, which trimmed 14 employees in May, primarily in its seminars operation. The DMA is gearing up for its annual convention, scheduled Oct. 28-31 at McCormick Place, Chicago. Former President George Bush, FTC Chairman Timothy J. Muris and former Secretary of Commerce and U.S. Trade Representative Mickey Kantor are scheduled to appear as keynote speakers.After the Sept. 11 terrorist attacks, the DMA began offering free American Airlines coach airfare to buyers of a show pass for the conference. This week, it extended the offer past an earlier deadline. It said the response so far has been positive.