(Re: Loose Cannon: A “Dear John” Letter, Direct Newsline, August 16, 2004):
You’re spot on! The DMA website is in dire need of help…actually a total overhaul! Unfortunately I, like you, find myself using it only as a last resort, which is really a shame because it does contain a lot of useful information. The problem is that time is at such a premium for all of us, and this is the slowest site I’ve ever tried to negotiate.
I’ve had several conversations on the subject with very senior DMA staff members who have basically told me I was wrong! (Of course, the “customer” is always wrong!) One, however, did concede that on occasion he found it a little slow, but very infrequently.
There’s one other thing I’d like John to think about…hopefully you’ll help him start the “wave.” DIRECT MARKETING IS NOT AN INDUSTRY! Firms using direct marketing disciplines in their businesses are from almost ALL industries. We are a BUSINESS COMMUNITY made up of many industries. Maybe there’s even a better descriptive term than business community.
Why don’t you have a contest to determine the best expression to describe our group? Then we can all get on the same page.
I so enjoy your columns. Keep up the great work!
Suzy Ridenour
Ridenour & Associates
Chicago, IL
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