Blog Activity

  • A Great Time with Good People, Bring a Client or Colleague!

    "Call it a clan, call it a network, call it a tribe, call it a family. Whatever you call it, whoever you are, you need one."

    - Jane Howard

    Here's a chance to come out, network with fellow members of the direct marketing community, and make new connections!

    Join DMCNY friends and colleagues on April 8. The evening kicks off at 6:00 p.m. at Hurley's. See you there!

    Register Today, Then Have a Drink on us!

    Only $25 for Members ($35 for Non-Members) gets you a free drink, plenty of hors d'oeuvres - and, of course, the chance to reacquaint yourself with the tri-state area's premier direct marketers.

    Event Sponsorship: 

    Wednesday, April 8, 2015 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 


    Non-Member Price: 

  • A Place for Young Marketing Professionals to Come Together

    DMCNY is launching a new "club within a club" known as the DMCNY Young Leadership Group ("YLG"). YLG will provide a dedicated space for young marketing professionals to gain valuable industry knowledge and develop relationships, supporting career development and professional growth.

    To kick this off, we're hosting a network event for marketers under 40. You will:

    • Create social and professional connections with cross-industry peers in marketing, publishing, data/technology and media
    • Develop and expand relationships with established industry leaders (via DMCNY)

    DMCNY focusses on measured media both online and offline.

    Join us and spread the word to friends and colleagues.

    Tuesday, April 28, 2015 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 


    Non-Member Price: 

  • Judges Needed for Collegiate Challenge

    Marketing EDGE seeks judges from the DMCNY community for its Collegiate ECHO Marketing Challenge by DIRECTV.  Now in its 30th year, the Collegiate ECHO gives students the opportunity create a marketing plan for a nationally known business. To help DIRECTV rank the winners, marketing professionals score and provide feedback on the entries, which helps college faculty refine the way they teach data-driven marketing, and increases student knowledge.  Marketing EDGE needs at least 20 judges to finish judging the fall entries by Friday, March 4.  There is also a need for judges in June.

    The Challenge in Brief: With a $1MM budget, create an integrated marketing campaign (using social, mobile, direct, interactive and/or store media) to increase refer-a-friend program participation among existing DIRECTV customers.

    What exactly do I need to do? 

    ·         Apply today to become a Collegiate ECHO judge at

    ·         When you’re confirmed as a judge, you'll receivean “assignment” (of 10-12 entries – more or less as you request), a briefing about the Challenge, judging criteria, and judging tips.

    Judging takes place entirely online.  You’ll receive a link to download the entries, and another to an online score sheet. A staff member will be available to answer any questions you may have.

  • Bruce Biegel's 2015 Annual Outlook

    Once again we kicked off the New Year at DMCNY with the razor-sharp predictions of Bruce A. Biegel, Senior Managing Director of the Winterberry Group and Petsky Prunier advisor. Biegel made sense of the major forces shaping our industry in 2014 and forecasted their effects in 2015 and beyond.

    If you joined us for the January 9 luncheon, this is a must-download presentation.  For those who weren't able to make the luncheon, get a glimpse of what you missed.

    To download the presentation, the file is attached below.

    Additional coverage "In the News" 

    Target Marketing Magazine (January 12, 2015)
    "Ad Spending Will ‘Be the Highest Ever’ in 2015, Says Biegel

    Direct Marketing News (January 9, 2015) 
    "Where Will Marketing Grow in 2015"



    File attachment: 

    Biegel-2015 Annual Outlook-DMCNY.pdf2.48 MB
  • DMCNY Member News


    December, 2014

    Big congratulations to Joe Frick of Adrea Rubin Media Inc., who received Datalogix's prestigious 360A partner award for August 2014. Joe Frick, VP of Marketing and Social Media,, 646-487-3768.

    Prompt Direct recently unveiled PromptTRACK Alerts, a customizable mailer notification tool.  As mail is scanned, Prompt lets the mailer know when it reaches a particular point in its journey, for example, when delivery is imminent. Phil Catalano,

    MeritDirect, the leading provide of global multichannel marketing services, is pleased to announce the opening of a new satellite office in San Joe CA, expanding the company to the West Coast.  The operations in San Jose will be managed by Chris Blohm, Senior Vice President of Data & Media Services, and staffed by Deirdre Blohm, Vice President of Customer Acquisition & Retention.  Contact Chris Blohm at 669-231-4753 or Deirdre Blohm at 660-231-4410.

    Fosina Marketing Group celebrates quite the "giving quarter," having signed several new humanitarian non-profit clients, helping them fundraise online via sustaining giving.  The company also assisted their client Amora Coffee with going "Pink" to increase Breast Cancer Awareness.  The Fosina team also got wet and donated to ALS, and took to the links in support of the Hudson Valley Junior Achievement Golf Outling.  Ray Schneeberger, VP Sales,  203-546-5547.


    Donna Baier Stein, Brian Kurtz, and Bob Bly all spoke at the American Writers and Artists Institute 4-Day Copywriting Bootcamp in DelRay Beach FL in October.  Richard Armstrong gave the keynote address.  Donna Baier Stein,, 908-872-1775.

    The club presented its 2014 Mal Dunn Leadership Award sponsored by Alliant to Bruce Biegel, senior managing director, Winterberry Group, at a special luncheon on Thursday, September 11.  The Mal Dunn Leadership Award recognizes data-driven marketing professionals for their exemplary service to the field.

    Leon Henry Inc. is proud to announce their recertification by WBENC (The Women's Business Enterprise National Council) for the 6th year in a row.  Leon Henry Inc. is also certified as a New York State Woman Owned Business Enterprise.  Contact or call 914-285-3456. 



    To help bring our vibrant DM community closer, let us know what you and your company are up to!  Send your news to  Notices will be placed in the newsletter and online.

  • Bill Baird's picture

    DMCNY September Luncheon Notes - OmniChannel Marketing

    The September presentation by Paradysz and PM Digital’s co-founder and co-CEO Chris Paradysz and VP, Advisory Services Michael McVeigh focused on the growing need for Omnichannel marketing, the related challenges marketers face, and strategies and solutions to meet those challenges.

    The top takeaways were: 

    What is Omnichannel Marketing?  It’s a strategy that builds campaigns and infrastructure from the point of view of the customer.  It fights fragmentation to achieve customer-centric foundations.  And it drives content based on unique customer behaviors and histories. 

    Why is Omnichannel Marketing Necessary? Customers are spending more than double the amount of time per day on mobile devices vs. 4 years ago, as well as doubling the number of consultations prior to purchase.  They rely on more information sources and expect a seamless buying experience across the channels closest to those sources.  Furthermore, your competitors are investing in omnichannel: 83% of marketers said they intended to invest in it in 2014. 

    Who’s Doing it Right?  One example is Skriiiex, a 26-year-old music producer and DJ who produced $16m in revenue in 2013 using a vast portfolio of social media followers, fans, subscribers and downloadable sources.  Another strong example is Macy’s, where the stores are fulfillment centers; sales reps order products for customers on line; and budgets are omnichannel (and not in silo’s). 

    The Challenges.  Challenges include the fear of the strategic overhaul that omnichannel implies.  A transition to omnichannel threatens existing separate digital and offline groups.  And fractured & isolated capabilities contradict findings across the board. 

    The Process.  The key to successfully leveraging data across all touch points is to create a comprehensive view of how customers behave from channel to channel to understand (and optimize) the experience.  

    First understand your audience – what do they care about?  What are their preferences?  Your goal is to understand these customer profiles well enough to develop a marketing recipe strategy that will drive engagement. 

    Then segment your audience and build a contact strategy for each segment. 

    How Do You Know When You Need a Dashboard?  When weekly report attachments take up over 90% of your inbox storage … and amount to more than 90% of your unread messages.  (Or if your existing dashboard can’t pass the “Fortune Cookie Test”: Are you less likely to open your dashboard than a fortune cookie … or do you find its contents less informative?)

    What is an Effective Dashboard?  It scales up to an executive level; drills down to campaign, channel and customer segment; enables you as the user to interact by time period with filters to answer questions as they occur to you; and displays Key Performance Indicators (KPIs) versus goal and budget. 

    Competitive Dashboards.  In an omnichannel environment, things change quickly.  As with your own business, you need to know how effectively your competitors are growing, engaging and retaining customers in each channel.  You need to understand how they’re doing it.  And to determine whether you should emulate what they’re doing.   You should be doing this vigilantly across channels, using competitive dashboards.  

    Multichannel Attribution.  As of November 2013, 18% of marketers were practicing sophisticated cross-channel attribution, which identifies how spending in one channel effects responsiveness in another.  As of September 2013, 2% of marketers used a combined attribution strategy to achieve omnichannel success, and this number is growing rapidly.

  • Creative Strategy: “At-a-Glance” Comprehension Drives Response


    September, 2011

    The success of your direct marketing communications depends heavily on how well it is designed to help readers grasp your message quickly. But most people—even many designers themselves—don’t know how to improve comprehension when presenting products for sale. It’s actually pretty straight-forward. Here are several key principles that improve comprehension in communications, whether you are using direct mail, a space ad, a catalog, an email or a webpage.



        Organization plays a key role in comprehension. One of the easiest ways to make overall design more decipherable is to organize the presentation so the reader achieves an immediate grasp on what they’re looking at. This might involve a variety of applications:

        • Create features and sub-features, to prioritize your presentation.
        • Use columns, keyed copy, or bold leadins to help readers easily find product descriptions.
        • Employ a grid (invisible or with rule lines) to help organize dense or complex information.
        • Apply universally understood design tools, like page number locations, footer content, and headlines at the top of a page.

        Photography should deliver a clear depiction of the product. There is no time for guessing if the barbecue grill has a side burner, how big the vase is, or whether this dress has pockets. Why crop off the bottom of the pants so the reader is left guessing how the pants fall? Dramatic lighting may get in the way of understanding the fabric’s texture or design. Photography needs to supply a maximum amount of information, immediately. Your art director and photographer need to understand this principle and take responsibility for achieving it.

        Icons can be a wonderful tool to communicate features or benefits at a glance. Icons should look like what you’re telling the reader. For example, for a no-iron shirt, you might use a picture of an iron with a slash through it.

        Insets, call-outs and bullets help communicate features, construction and quality, especially for high-priced products with complicated features. Frontgate would never be able to sell a $5,000 grill without completely dissecting the product and calling out all its features.


      For the benefit of the skeptics out there, all it will take is one read of Colin Wheildon’s Type & Layout: How Typographyand Design Can Get Your Message Across – Or Get in the Way. The book quotes test results and statistics on comprehension levels for various applications of type, headlines, captions and art. Some key principles from Wheildon research:

      • Use serif type, versus sans serif. We were educated on serif type in schoolbooks and newspapers, so it’s not surprising that this principle has become a maxim in the print industry. But serif type really does make a difference in your communications. Wheildon found that a serif typeface like Times New Roman is more than FIVE TIMES easier for average readers to comprehend than a sans serif type such as Helvetica or Arial.
      • Avoid reverse type. It’s harder to read white or knock-out type than black type on a white background. According to Wheildon, when text was printed black on white, readers reported good comprehension 70% of the time, fair comprehension 19%, and poor comprehension 11% of the time. When text was printed white on black, good comprehension fell to ZERO, while poor comprehension rose to 88%. If you have to use reverse type, use it for secondary copy that’s not critical to selling.
      • Avoid color type. It’s harder to read and slower to comprehend than black. And because color type is composed of more than one color, it can get out of register, appear blurry and be harder on the eye, unless you’re using a fifth color on press.
      • Avoid all caps. They are harder to read than upper/lower case sentences or headlines.
      • Long columns are harder for the eye to follow than shorter, managed columns.
      • Use left justified type. Centered type or right justified is much harder to grasp.
      • Captions and copy-blocks belong UNDER photographs , not above them. Newspapers train us to look for copy below the thing they’re talking about. If they can’t be below, then put them to the side.
      • Headlines are most read when they are at the top of a page. Headlines in the middle or low on a page have much lower comprehension scores.
      • Type reads best on white backgrounds. Comprehension starts to diminish when colors or photography is used for type background.
      • Avoid extensive use of bold type . Text printed in bold type is harder to comprehend than regular type.

      Using the techniques outlined above will not only improve your customers’ experience, you’ll increase performance and generate more revenue.

    Glenda Shasho Jones is a consultant specializingin improving brand and performance using creative strategy. She is a frequent speaker and writer and author of The Identity Trinity: Brand, Image and Positioning for Catalogs. Reach her at


    Glenda Shasho Jones

    The success of your direct marketing communications depends heavily on how well it is designed to help readers grasp your message quickly. But most people—even many designers themselves—don’t know how to improve comprehension when presenting products for sale. It’s actually pretty straight-forward. Here are several key principles that improve comprehension in communications, whether you are using direct mail, a space ad, a catalog, an email or a webpage.

  • Thinking Outside the Box with Content Marketing


    May, 2013

    I’m a dyed-in-the-wool direct marketer, so this is going to sound like heresy.  I propose to champion an indirect method of marketing and selling, namely content marketing.  You’re probably thinking, “What, no call to action?” or “Where’s the ROI for indirect marketing?”

    But let’s take a close look at content marketing. To an email marketer, content marketing actually makes a lot of sense.  In fact, compelling and engaging content and content-based offers are methods that are very effective in convincing your audience to act.

    So, what is content marketing? 

    Content marketing is the technique of creating, curating and distributing relevant and valuable information to attract, acquire, and engage a clearly defined and well-understood target audience—with the objective of driving profitable customer action.

    If I haven’t grabbed you yet, notice that the definition is all about targeted marketing to drive profitable actions.  That’s not so far afield of direct marketing!

    I’ll address content creation in a moment, but let me first explain content curation.  This aspect of content marketing allows a company to cull ideas available from a myriad of sources, decide on the most important resources, and package the information with the company’s point of view in mind.  As an example, if I wanted to position my company as an expert in direct marketing, I’d research credible sources, select authoritative information and then put my own spin on why direct marketing is valuable.  I would also be careful to credit my sources.

    Why should you care about content marketing?

    Content marketing allows you to reach your target audiences in new and different ways, among them:

    •       Content marketing helps you attract additional audiences, by building trust and credibility. Lots of people don’t want to be hit over the head with a heavy hammer these days.  Traditional marketing communications may not work with this kind of prospect.  

    •       You’ll drive more traffic to your website.  Search engines are increasingly tweaking their algorithms to give sites credit for credible content.

    •       Content marketing addresses your sales funnel in engaging ways, by providing the right message to the right people at the right time.

    How to become an effective content marketer

    Every company has content.  You probably have as blog posts, videos, presentations, photos, webinars, marketing collateral, press releases, industry articles and white papers already in hand. 

    Here are the top ten content marketing vehicles.  I’ll bet you are already using at least half of these already.  Consider testing even more.

    1.       Social media—a great way to get your content shared and to get your audience engaged.

    2.       E-newsletters—a perfect vehicle to build and deepen relationships with those who want to hear from you.

    3.       Articles on your website.  Well-written articles let you address issues, trends and topics of interest to targeted audiences.

    4.       Press releases and clips.   Today, your audience of influencers is no longer just journalists. You need to be cultivating anyone online who accesses search engines, RSS feeds or social media for information on a topic of interest.

    5.       Blog posts.  A blog offers an easy way to present short chunks of frequently refreshed web content.

    6.       Videos.  Video is hot!  Possibly the most powerful vehicle for engaging customers and prospects. 

    7.       Print magazines and catalogs.  Direct marketers have been in the business of providing content for years.

    8.       Infographics—which present complex information quickly and clearly.  A perfect opportunity for content curation.

    9.       White papers.  Used primarily by B-to-B marketers, white papers deliver thought leadership on a topic of interest.  They can also present research, provide product usage tips, or highlight a particular product or service.

    10.   Webinars, webcasts and podcasts—which give marketers the opportunity to capture attention and present products and services.  When archived, their influence grows with time. 

    I am going to assume you do have content already available in your company.  Now it’s time to re-purpose or re-package your content for a minimum of three marketing channels.  Content marketing is about leveraging information so that your audience may find you on social media, on your site, from search engines or via links from external sites.  So take up the challenge.  This stuff is really direct marketing!


    Reggie Brady
    Reggie Brady's picture

    Reggie Brady is president of Reggie Brady Marketing Solutions, a direct and email marketing consultancy.  Reach her at 203-838-8138 or

  • Two Vital Issues Affecting Direct/Digital Marketers – and How to Take Action


    June, 2012

    Although direct/digital marketers continually navigate marketing challenges online and offline, two major issues loom that could undermine the very nature of doing business.  Here’s a breakdown of their possible impact – and tips for what you can do right now to help.

    For decades, the Direct Marketing Association (DMA) has been supporting the marketing community on critical legislative issues, securing many recent wins, including:

    • Standing up for marketers in the face of proposed privacy legislation, including calls for a federal “Do Not Track” registry
    • Beginning enforcement to ensure industry compliance with the Self-Regulatory Program for Online Behavioral Advertising
    • Successfully fighting an attempt to raise postage by 10 times the rate of inflation 

    But this is only the beginning. The challenges we still face include two major ongoing issues:

    Data privacy

    Privacy legislation is one of the hottest topics among politicians. Senators Kerry and McCain have introduced a privacy bill in the Senate, as have Reps. Stearns, Rush, and Speier in the House. DMA is at the forefront of the fight to ensure that any proposed legislation protects the growth of the Internet, protects the information that fuels it (and offline direct marketing), and ensures that the marketing innovation that drives the US economy continues.

    Self-regulation is the most effective way to respond to privacy issues related to marketing and advertising. For this reason, DMA partnered with other associations to launch the Self-Regulatory Program for Online Behavioral Advertising, which gives consumers a better understanding of and greater control over ads that are customized based on their online behavior.

    The Program calls for interest-based ads to include an “Advertising Option Icon” that links consumers to information about online behavioral advertising and allows them to make choices about the interest-based ads they receive.

    What you can do

    • Make sure your organization is leading the way in complying with the Self-Regulatory Program. Learn everything you need to know at
    • Periodically check DMA’s Guidelines for Ethical Business Practice, which provide generally accepted principles of conduct, and are the basis for DMA’s self-regulatory program.  To access the Guidelines, which are constantly updated to reflect innovations and new best-practices employed by the marketing community, visit
    • Access DMA’s educational opportunities.  We have launched a new, comprehensive course and certification for marketers who use, access, and live in the world of data and information.  Upon completion of The Institute for Marketing Data Governance and Certification, attendees will be armed with the most current information and guidelines on marketing data governance.  To register, and for more information, visit and click on DM Essentials.

    Postal Reform

    DMA for years has supported downsizing and streamlining the Postal Service to render its day-to-day operations more cost-effective.  On April 25, the Senate voted 62 to 37 in favor of passing the 21st Century Postal Service Act (S.1789). The Senate took a very important step in passing this bill.  Without postal reform legislation like S. 1789, the USPS will continue to lose $30 million a day.  Your organizations – both for-profit and nonprofit – need meaningful postal reform NOW.

    On May 9, the USPS announced a new plan for retaining retail postal operations and reducing costs in rural America.  The plan would keep existing post offices open, but modify their retail window hours to

    match customer use. DMA supports creation of the plan.

    What you can do

    • If your Senators took the important step of supporting postal reform, please thank them for their important votes.  Go to the DMA Action Center at and click on “Tell the Senate You’re Glad They Passed Postal Reform.”

    On these vital issues, as well as a wide range of policy and political issues affecting the direct marketing community, DMA’s Government Affairs team constantly works to ensure that marketers’ interests are

    advanced and protected. To find out more about their work, go to or email


    Linda Woolley
    Linda Woolley's picture

    Linda A.Woolley is the acting president and CEO of the Direct Marketing Association.  DMA today represents nearly 2,500 companies in the US and 48 other nations, including a majority of the Fortune 100 companies.  Prior to becoming president and CEO, Woolley served as DMA’s executive vice president of Washington Operations. In this role, she was responsible for strategically managing DMA’s global advocacy, legislative, and political efforts, as well as DMA’s Nonprofit Federation, Internet Alliance, and Mail Moves America coalition.  She was also responsible for overseeing DMA’s corporate and social responsibility. Through Woolley’s leadership, DMA was a founding member of the Digital Advertising Alliance, a self-regulatory program that provides notice and choice to consumers about online behavioral advertising.  Reach her at

  • Integrated Digital/Direct Marketing Offers Life Beyond Direct Mail


    June, 2012

    The bad news: The digital marketing landscapeis fickle, changing almost daily.  The good news: Direct marketers, trainedto focus on the customer, are uniquely qualifiedto meet the digital challenge.  Here are a few tips for creating integrated direct/digital marketing campaigns like a DM pro.

    Back in 2004, I attended a conference on digital printing and had an epiphany that my team’s livelihood (as well as my own) as a print production agency was vulnerable.  Traditional marketers were just beginning to come to grips with the idea that the Internet was changing everything.  Then and there, I developed a philosophy of “adapt or perish.”

    How we ‘went digital’

    Our agency added marketing-strategy and creative services – first through outside partners, and later through additions to our staff.  We bought shares in a Web development company to help us with all

    the coding that the building of Web applications requires.  The transition is ongoing, but if nothing else, those moves have given our agency an opportunity to thrive.  Did I have an exact idea of what our results would be?  No way.  And I still don’t.  However, I’m happy to tell you that you do not need to have all the answers before you begin your own transition to digital. The best thing you can do is take your first steps – and keep going. 

    What the heck is an integrated marketing campaign?

    Since our transition, we have accomplished a number of fully integrated marketing campaigns.  From my experience, they are like snowflakes: No two are exactly alike.  Any number of channels might be used – but there is no set number.  Fully digital campaigns (ie, those without a broadcast, nonelectronic outdoor, or mail component, etc.) are wonderfully measurable (something we direct marketers live and breathe every day) and often quite involved.

    Like any good direct marketers, we always begin by establishing what we will be measuring at the end of the campaign.  How do we drive customers to the various digital outlets – such as LinkedIn, Twitter, YouTube and Facebook?  We sometimes use blog posts to drive SEO; we often use SEM to help us understand what to do in SEO; and we create campaign landing pages or (on occasion) personalized URLs (pURLS) to offer visitors a planned Web experience when they answer a survey, enter a contest or watch a video created especially for the campaign.

    Based on what we’re learning in our ongoing transition to digital, here are three survival tips to take to heart:

    Embrace mobile. The mobile aspect of marketing is taking center stage – as smartphone users keep their devices within grabbing distance at all times.  The great thing about working in the mobile space is that we are as experienced (or inexperienced!) as all the other firms out there!  Marketers know that user experiences in mobile (and tablets, too) have to be different than those on a desktop or laptop.  Direct marketers are extremely well-suited to help clients achieve success in the mobile space, based on their trained focus on the customer.

    Look outside borders for brand-new opportunities – and start now!  We just launched our first integrated marketing campaign for China’s giant search engine  I felt it took forever, but I am told that getting there in less than 2 years was a “real accomplishment.”  The point here is that a change in direction takes time to achieve – but you can do it!

    Our campaign for integrates infographics, surveys, sweepstakes, events, social media, and whitepaper content we’ve created on their behalf.  We’ve used email, display advertising and social

    media to generate interest and excitement.  But I gained agreement from our client from the start that their objectives were aligned with good, old-fashioned direct marketing principles. is doing little or no brand advertising.  They have a really cool platform that few Americans are aware of – and that is the marketing challenge.  We’ve planned video creation with distribution via social media for a future campaign.  And we’re rolling. (Quite a step forward for a print production agency!)

    When you get to a fork in the road – take it.  (Sorry. I couldn’t resist a little Yogi Berra reference.)  The proverbial bottom line is this: In order to make headway in direct/digital marketing, you need to dive in all the way without knowing how deep is the ocean.  Since you already know how to swim (you have the best training around – as a direct marketer), just keep the shoreline in sight, and your focus on the customer.  That way, your company is bound to expand its marketing horizons.


    Mark Kolier
    Mark Kolier's picture

    Mark Kolier is the founder and president of CGSM, Inc. (, and is responsible for overseeing the strategic evolution ofthe company into a full-service marketing organization.  Reach him at 203-563-9233 or