When asked what is the biggest change he’s seen in his 47 year direct marketing career, Don Harle didn’t hesitate with his answer.
“Technology,” he said. “Technology has exploded.”
Indeed, when he founded Mid-America Mailers in 1969, the company was addressing mail with typewriters and metal plates. Today, of course, business is run extremely differently at the company, which merged with Diamond Marketing Solutions in 2004.
On Tuesday, Harle — now vice president, marketing solutions with Diamond — will be honored as the Chicago Direct Marketing Association’s 27th Charles S. Downs Chicago Direct Marketer of the Year.
Harle began his career in 1960 in the direct mail advertising department of Encyclopedia Britannica. In 1964, he joined the advertising and mailing services division of Bankers Life and Casualty Co; two years later he became vice president and assistant to the president at Mailers Inc., before leaving to found Mid-America.
Consolidation of suppliers has had a major impact on the industry, he noted. And on the customer side, he’s seen changes as well. Where in the past there might have been a large department to handle direct mail services, often now there are only two or three people. And those overworked individuals want one stop shopping for their DM services, rather than running around and dealing with a variety of vendors.
Harle is a past president of CADM and has been very active with the association throughout the years. Today, much of his volunteer time is spent with the Mailers Technological Advisory Committee, of which he is currently mailing industry vice chair.
In his down time, he plays golf and visits his two grandsons in Indiana. One of his children followed him into the world of direct marketing: Holly Harle is a past president of CADM herself and is vice president of sales with Diamond.
“It’s nice to be known as Holly Harle’s father,'” he said with a smile.
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