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Raleigh Mayer joined the New York City Marathon in 1983, helping it become a truly integrated marketing event. Altogether, 2.5 million people will participate in festivities surrounding the 26th annual race Nov. 12.

Age: 35

Title: Media and promotions director, New York City Marathon

Goal: Using education, entertainment

Challenge: Coping with a glut of worthy causes amid marketplace and budget limitations.

Prediction: Technology is creating a need for more human interaction, events and activities.

Tip: Events need promotion; promotions need events.

Pet peeve: When overly formulaic planning and rigid bureaucracy stops the show.

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