I ordered a keynote not an ambush

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Are association types a masochistic bunch? Consider this: The Direct Marketing Association and the Magazine Publishers of America both recently booked keynote speakers for industry events who proceeded to trash the very audience they were paid handsomely to address.

Marketing sage Seth Godin, author of the recently published "The Big Moo," among other titles, gave direct marketers an earful of tough love at a keynote luncheon at the DMA05 Annual Conference in Atlanta last month. "Each and every one of you is a spammer," Godin said. "Not of the Viagra kind, but irrelevant nonetheless."

Godin told the direct marketers that in order to stand out in the marketing world today, they need to make something worth talking about. His message was blunt: "If you can't make something remarkable, quit."

Advertisers that assembled at a Magazine Publishers of America panel during Advertising Week in New York in September received a similar berating, as Jon Stewart, host of Comedy Central's popular "The Daily Show," told them that print media now sits at the "children's table." Stewart, who reportedly was paid $150,000 to moderate the event, fired off various other quips. At one point, he asked Dave Zinczenko, editor of Men's Health, "Why is your magazine so gay?"

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