Someone should declare August National Mailing List Month. Why August? Because that’s when the list business comes together for its annual tribal rites.
These occur at List Vision, the only DM conference designed specifically for list pros. Those who have never been to it are missing one of the great hidden delights of direct marketing.
For one thing, people don’t go to it for the sessions. Yes, the DMA has them, and they are very good. But the real draw is the chance to schmooze with other list execs in the lobby and the hallways.
Everyone who is anyone is there, even if some are wearing badges from List Day 1993. The scene has always reminded me of the “Fugue for Tinhorns” in “Guys and Dolls” (“I’ve got the list right here…”).
Then there’s another part of it that we all love: The List Leader’s dinner the night before. That’s when the crème de la crème of the business honors (and roasts) one of its own. Typical of the tone was the statement by last year’s honoree, Don Mokrynski: “It’s about bloody time.”
For all of the above reasons, List Vision is my favorite event. It’s certainly the most fun. But I must repeat the question I started with (and I’ve been asking it since 1983): Why August?
August is no time for a conference. As any reader of Erica Jong knows, it’s when psychoanalysts go on vacation — and the same is true of DMers. List Leaders have been known to fly in from Nantucket so they can pick up their award.
The catalog/retail people have their conference in late spring, the nonprofits in February. But the list people are stuck at the wrong end of the calendar. Is this a reflection of the esteem in which the list business is held?
If there’s a good reason for it, I wish somebody would say so. If not, the DMA’s new leadership should consider undoing this historical mistake.
Not that they need any endorsement from us, but list companies are vital to direct marketing’s economic health. For starters, they drive all the prospecting done through targeted media.
And that’s not all. Yes, brokers recommend lists, but they play a strategic consulting role as well. And managers provide a steady revenue stream and help keep many companies afloat.
That being said, we’re excited about this year’s event.
We’re also thrilled that Deb Goldstein is being rewarded for her many contributions.
Happy List Month.
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