Accentuate the Positive
Selecting our annual Marketers of the Year is always a difficult task for our editorial staff. But it was extremely daunting this time around, considering the challenges the industry has faced in the last 12 months.
Economically and emotionally, 2001 was a long, ardous year, so it was an uplifting exercise to look back and find so many positive events to highlight. That kept us from dwelling on the negative occurrences which, in quick retrospect, seemed to dominate the news.
Thousands of marketing professionals lost their jobs in 2001. A few, tragically, even lost their lives. And the person who had the greatest impact on promotion this year — the nefarious “Uncle Jerry” — is more deserving of a prison term than an industry award.
Nonetheless, we identified 14 professionals who were able to deal with the turmoil around them and make a positive impact not only on their brands but on the industry as a whole. We hope you agree with our selections as you read our Cover Story on pg. 44.
Elsewhere in this issue, we move boldly into 2002, which could be a benchmark year in terms of privacy issues. Senior editor Betsy Spethmann takes a deep look into what the Federal Trade Commission has up its sleeve and what that means to marketers. See “Private Eyes.”
In our departments, features editor Matt Kinsman takes a look at the still-under-served Asian-American demographic in Consumers, and finds P-O-P suppliers bullish on the future despite a market downturn in 2001 in Channels. Meanwhile, managing editor Dan Hanover gives the printing segment the once-over (in Channels), and senior writer Carrie MacMillan stands in the wings as animated kids properties come to life at a theater near you (in Hot Properties).
We also premiere a new monthly offering in Marketers called Field Report, which will offer a comprehensive look at all the promotional activity taking place within a specific product category or service sector.
Finally, we wish all of our readers a happy, healthy, and fulfilling new year.
That would be a nice change of pace.
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