DMCNYAbout Silver Apples

By Mal Dunn, Past President, Direct Marketing Club of New York
Originally published in the October 1987 issue of PROOF

The history of Silver Apples Awards has been reasonably short but quite illustrious. The recognition and preservation of history made by the pioneers of this industry was in mind when the Silver Apples was conceived. The immediate popularity of Silver Apples reflects the desires of all of us to recognize the contributions of our predecessors.

It all started over a lunch meeting. Jim Prendergast of J.W. Prendergast & Associates, Tom Knowlton of Wunderman, Ricotta & Kline and Mal Dunn met to discuss the potential recognition of direct marketing "Old Timers" by the Direct Marketing Club of New York.

We felt there were major benefits for DMCNY and its members, if we could attract senior direct marketers and involve them in the club's activities. We first attacked the problem of defining the "Old Timers" we were really talking about.

They decided twenty-five years in direct marketing was considered sufficient time to be a senior direct marketer.

In addition to 25 years, what else were they interested in? Well -they should be basically from the New York area. Or at least performed a major part of their direct marketing in the New York area.

They should have made a significant contribution to the industry. Someone who would be recognized as worthy by their peers.

The question was than was, who specifically are we talking about and how many people does it represent?

Between the three of us we developed a list of over 100 individuals, we know who fit the criteria - we knew than we were on to something. Next question - What do we do about it? Jim said "twenty-five years equals Silver anniversary and we are talking about the stars of our industry: How about the 'Silver Star Awards'?" Now we really were excited Silver Star awards was a great idea.

We had an idea. We had the criteria for selection. Next question: How do we decide who should actually receive the awards?

We had just formed the Past President's Club, to act as advisor to the board and support the Board of Directors in other ways. This would be a perfect assignment for them. Who better that the club's own seniors to select our honorees for this award.

Two changes were made. The criteria was revised to include consideration of honorees contribution and participation in New York club activities.

The name was changed to "Silver Apple Awards". This seemed more consistent with our logo and the New York area. The past presidents were as excited about the project as we and the board were. They enthusiastically dove into the project.

The past presidents who have actively supported and voted on Silver Apple Awards includes Al Bertolino, Dundley Broderick, Annette Brodsky, E. William Carney, Lawrence G. Chait, Malcolm Dunn, Lee Epstein, Howard Flood, Al Greer, Mitchel Gresky, Bruce Klippel, Raymond E. Longdon, John Palmer, James Prendergast, Jerry Reitman and Elliot Day Shein.

The past presidents increased the list to nearly two hundred potential recipients. Then the past presidents independently voted for the selection of their top 10 choices in priority order. First choice received 10 points, 2nd choice 9 points, and down to 10th choice receiving 1 point.

Final decision on the honorees were based on the total number of points each honoree received. And what a great job they did. They group of honorees they chose set the tone for the future of the awards and the club. The 1985 winners included: Dick Benson, Annette Brodsky, John Caples, Larry Chait, Tom Collins, Henry Cowan, Bob Dale, Andi Emerson, Bob Fisler, Rose Harper, Lou Kleid, Ed Mayer, Harold Mertz, Walter Prescott, Stan Rapp, Frank Vos, Walter Weintz and Lester Wunderman.

The success of the Silver Apples Awards was immediate and overwhelming. Over 600 people thronged to the first presentation at the Waldorf.

Each honoree was thrilled and excited not only by their own selection but also to be in company of the other honorees.

Without exception, everyone recognized the Direct Marketing Club of New York had taken an important new step and established a tradition that was important to the industry.

The 1986 winners, again selected by the past presidents, added to the luster of the award. The honorees in 1986 were Herb Ahrend, Bob Delay, Lee Epstein, Mike Fabian, Pete Hoke, Bill Howe, Neil Keating, Jim Prendergast, Len Raymond, Nat Ross and Bill Steiner.

Now here we are at the third annual Silver Apple Awards. Again the past presidents have selected a stellar group to be honored.

The Direct Marketing Club of New York is proud of the Silver Apple Awards because it recognized these wonderful people who have given so much of themselves to the industry.

It has been immediately accepted as an important honor and the list of winners confirms the high quality of individuals who have led this industry to its current importance. Each recipient by showing the pride and pleasure in accepting the award has added to its quality and luster. Silver Apple Awards intentionally honors a group of recipients rather than a single winner. This provided an opportunity to recognize the great contributions made by so many individuals. It is our hope that in a real sense, it provides goals for the younger marketers. The Awards provide the opportunity to see, meet, and understand the contribution of these great people and hopefully emulate them with very real potential of having their efforts recognized in future years.