Blog Activity

  • 31st Annual Silver Apple Awards Gala

    Our 31st Annual gala where we recognize the best among our own who have contributed to direct marketing and the community for 25 years or more.

    Start making your plans to attend the 2015 Silver Apple Awards Gala - New York's most prestigious event for Direct and Interactive marketers.

    We will hold the presentation and dinner at New York's glorious Edison Ballroom. It won't be the same if you're not there!

    See a short video to get excited about the event.

    Support scholarships for direct and interactive marketing education - and enjoy a gala evening with colleagues, clients and friends. But hurry, tables and tickets go fast! All tables and tickets include open service cocktail reception, dinner, wine service and dessert.

    Learn more: 2015 Honorees Bios| Past List of Honorees | Advertising Reservation Form  | Press Release

    Members: Be sure to login with your UserID and Password to get the lowest rate.

    Individual Tickets

    DMCNY Members - $250

    Non-Members - $290

    Table Sponsorships

    Tables of 10:

    Benefactor - $2,500

    Patron - $3,500, includes a full page in the Commemorative Program

    Foundation Sponsor - $5,000, includes a full page in the Commemorative Program, a $1,000 scholarship to a local college teaching direct marketing, and podium recognition

    Leadership Sponsor - 2 tables of 10 - $8,500, includes a full page in the Commemorative Program, a $2,000 scholarship to a local college teaching direct marketing, podium recognition and Reception signage

    Advertising & Sponsorship Opportunities

    High profile opportunities for your company to support the honorees and direct marketing educational programs.

    Thursday, November 12, 2015 - 6:00pm
    Members: Be sure to login with your UserID and Password to get the lowest rate.
  • Videos from September 10 DMCNY Luncheon on Subscription Marketing

    Subscription marketing is big.  Think Birchbox, Amora Coffee, The Hair Club for Men or Sesame Street. As you can see subscription marketing programs touch all interests. A big shout out to Ken Kraetzer who conducted video interviews with some of the panelists from the September luncheon panel.

    Pattie Mercier from Vantiv talked about upcoming changes to credit cards with smart chips and more.


    Robert Manger from Sandvik addressed the importance of the mobile screen to gain subscriptions.


    Jim Fosina shared insights into subscription marketing and how the business has dramatically changed over the past few years.



  • Direct Marketing Club of New York Announces Silver Apple Honorees for 2015

    Media Contact: 
    Chet Dalzell
    Public Relations Consultant
    (917) 608-2251

    Direct Marketing Club of New York Announces Silver Apple Honorees for 2015;
    Names Lester Wunderman, ‘Father of Direct Marketing,’ Golden Apple Honoree

    In its 31st year, direct, digital & data marketing leaders to receive awards at gala:
    on Thursday Evening, November 12, 2015, at New York’s Edison Ballroom, Times Square


    NEW YORK, August 19, 2015 – The Direct Marketing Club of New York ( announced today the recipients of its 2015 Silver Apple Awards, marking the 31st year of the honors. The Silver Apples honor individuals and organizations for outstanding contributions to the growth and practice of direct, digital and data-driven marketing, during a career spanning at least 25 years. In addition, for the sixth time in its history, the organization also announced it will bestow a Golden Apple to honor an individual for 50 years of service – on this occasion, Lester Wunderman, often lauded as the “father of direct marketing.”  A gala to celebrate honorees – the top event of DMCNY’s full annual slate of programming and networking – will be held Thursday night, November 12, at New York’s Edison Ballroom. 

    The Silver Apple 2015 honorees include:

    ·         Robert M. Cohn, Senior Consumer Marketing Director, Bonnier Corporation

    ·         Ginger Conlon, Editor-in-chief, Direct Marketing News

    ·         Chet Dalzell, Public Relations Consultant and Senior Director, Communications and Industry Relations, Digital Advertising Alliance

    ·         Peg Kuman, Vice Chairman, Relevate d/b/a DataMentors, and Vice Chairman, FarmMarketID

    ·         Tim Prunk, Executive Vice President, Global Marketing, Epsilon

    ·         Charlie Swift, Vice President, Strategy & Marketing Operations, Hearst Magazines, a unit of Hearst Corporation

    ·         Corporate:  Ethnic Technologies (South Hackensack, NJ), a global leader in digital multicultural marketing and related research, data enhancement, segmentation, modeling and analytics.


    The Golden Apple honoree, recognized for 50 years or more of contribution, is Lester Wunderman, founder & chairman emeritus, Wunderman (New York, NY, and around the world), who is credited with the first usage of the term “direct marketing” in the mid-1960s and continues to be an industry pioneer.  His principles, ideas and solutions helped forge the modern advertising field, and his book Being Direct is considered one of the most important on the subject of direct marketing.  Wunderman was named a DMCNY Silver Apple honoree in 1985, the first year Silver Apples were bestowed.

    "We celebrate not only these leaders and their contributions – each of whom is extraordinary in their professional achievement and giving back to our field – but also the spirit in which they share their knowledge, and the outstanding and continuing outcomes as a result," said DMCNY Club President Pam Haas of Experian. "Silver Apple honorees serve as ambassadors for integrated marketing, and this year – with Lester Wunderman as our special Golden Apple honoree – we couldn’t have a better demonstration of the collective brilliance that resides throughout our business. Circle the date for the Silver Apples’ 31st anniversary, November 12 – it will be ‘Direct Marketing’s Night Out’ -- and we expect hundreds of industry contributors to attend.”

    The 2015 Silver Apple recipients were chosen by the Club’s past presidents. The recipients must have at least 25 years’ experience in the business, a commitment to volunteerism and leadership, and a record of vital contributions to the growth of the industry.  

    This year’s Silver Apples Gala will be held in Manhattan’s Edison Ballroom, at 240 West 47th Street near Times Square in New York on Thursday, November 12, 2015, from 6:00 to 10:00 p.m. ET.  Registration is available at

    Since 1985, a total of 226 individuals and 19 companies have received DMCNY Silver Apples honors – with this year’s six individuals and one corporation set to join this elite group.

    The Silver Apple Award gala also serves as a key fundraising event to support New York-area programs and scholarships for college-level educational curricula and content in direct and interactive marketing. Ticket sales are underway and space will be limited to 30 tables. For pricing and availability contact Stuart Boysen, executive director, DMCNY, at, (516)746-6700; or Chris Montana at or (845) 627-6600, ext. 216.

    A full listing of winners’ biographies is available here:

    About Direct Marketing Club of New York
    The Direct Marketing Club of New York ( has served the direct marketing field since its founding in 1926 – and today encompasses all facets of integrated data-driven marketing across all media categories. Serving the Greater New York region through its luncheons, networking and website, DMCNY is a leading source of current education and information in the field of measurable marketing.  DMCNY also provides substantial financial support in the form of scholarships to New York City colleges and universities where direct and interactive marketing are taught.

  • Five Tips for Public Speaking


    June, 2015

    A Stand-up Comic in the World

    of Sales: Five Tips for Public Speaking

    For ten of my 14 years in direct marketing, I’ve had the pleasure of being in a client-facing role. For six years, I have also been a standup comedian, a role that has helped me become a more effective Communicator and public speaker. 

    Last October I had the honor of serving as the Master of Ceremonies for the DMA14 conference in San Diego. Perhaps you saw me in action. That gig was my first experience putting my personal and professional worlds together. I loved it, and I learned a lot. 

    So I thought I’d share with you five tips for public speaking, which I have learned from comedy and sales.

    Do your research. Whether MC’ing an event or presenting to a single client, try to understand as much as you can about that organization. This is much easier now than it was when I first started in our industry. There is a wealth of information on the Internet, so use it.

    Always try and address a room as if you’re having an intimate conversation with an individual

    or a small group. When I looked out at that DMA audience of several thousand people, I admit, I was pretty overwhelmed. But when I reminded myself that I was just having a conversation, it made all the difference. Of course, it helped that my first joke hit the mark!

    Read the room. Whether at a comedy club or a client demo, pay attention to how your audience is reacting to the presentation and content. If you see that they are less interested in a certain set of products or topics, shift gears and move to another area of focus. In a comedy club, if you lose the audience, watch out—they’ll start heckling you.

    Set an expectation. Right up front, I like to introduce the topics, along with the time the presentation will last. I get specific, for example,“Today we will discuss our five product offerings, covering 12 slides, taking 45 minutes, with 15 minutes for questions at the end. ”There is nothing worse than an audience that doesn’t know how long a presentation will be. 

    Fess up. If you really don’t know the answer to something, don’t try and fake your way out of it. It’s okay to say you don’t know, take that person’s contact info and get back to them with a follow-up call or email. This only works if you actually follow up, so please make sure you do. 

    Those are five tips that come to mind, but I do want to add one pet peeve I have in presentations. I advise presenters to avoid beginning an answer to a question from the audience with “Great question.”

    To me, this implies that some audience questions are better than others, and may cause hurt feelings in the group. Just something for you to consider. 

    Happy speaking, and happy selling to all.


    Vinnie Pietrafesa
    Vinnie Pietrafesa's picture

    Vincent Pietrafesa is Director of Business Development at BusinessWatch Network, a proud board member of DMCNY and the rising-star comedian Vincent James. Reach him at

  • A Great Time with Good People, Bring a Client or Colleague!

    "Call it a clan, call it a network, call it a tribe, call it a family. Whatever you call it, whoever you are, you need one."

    - Jane Howard

    Here's a chance to come out, network with fellow members of the direct marketing community, and make new connections!

    Join DMCNY friends and colleagues on April 8. The evening kicks off at 6:00 p.m. at Hurley's. See you there!

    Register Today, Then Have a Drink on us!

    Only $25 for Members ($35 for Non-Members) gets you a free drink, plenty of hors d'oeuvres - and, of course, the chance to reacquaint yourself with the tri-state area's premier direct marketers.

    Event Sponsorship: 

    Wednesday, April 8, 2015 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 


    Non-Member Price: 

  • Bruce Biegel's 2015 Annual Outlook

    Once again we kicked off the New Year at DMCNY with the razor-sharp predictions of Bruce A. Biegel, Senior Managing Director of the Winterberry Group and Petsky Prunier advisor. Biegel made sense of the major forces shaping our industry in 2014 and forecasted their effects in 2015 and beyond.

    If you joined us for the January 9 luncheon, this is a must-download presentation.  For those who weren't able to make the luncheon, get a glimpse of what you missed.

    To download the presentation, the file is attached below.

    Additional coverage "In the News" 

    Target Marketing Magazine (January 12, 2015)
    "Ad Spending Will ‘Be the Highest Ever’ in 2015, Says Biegel

    Direct Marketing News (January 9, 2015) 
    "Where Will Marketing Grow in 2015"



    File attachment: 

    Biegel-2015 Annual Outlook-DMCNY.pdf2.48 MB
  • DMCNY Member News


    December, 2014

    Big congratulations to Joe Frick of Adrea Rubin Media Inc., who received Datalogix's prestigious 360A partner award for August 2014. Joe Frick, VP of Marketing and Social Media,, 646-487-3768.

    Prompt Direct recently unveiled PromptTRACK Alerts, a customizable mailer notification tool.  As mail is scanned, Prompt lets the mailer know when it reaches a particular point in its journey, for example, when delivery is imminent. Phil Catalano,

    MeritDirect, the leading provide of global multichannel marketing services, is pleased to announce the opening of a new satellite office in San Joe CA, expanding the company to the West Coast.  The operations in San Jose will be managed by Chris Blohm, Senior Vice President of Data & Media Services, and staffed by Deirdre Blohm, Vice President of Customer Acquisition & Retention.  Contact Chris Blohm at 669-231-4753 or Deirdre Blohm at 660-231-4410.

    Fosina Marketing Group celebrates quite the "giving quarter," having signed several new humanitarian non-profit clients, helping them fundraise online via sustaining giving.  The company also assisted their client Amora Coffee with going "Pink" to increase Breast Cancer Awareness.  The Fosina team also got wet and donated to ALS, and took to the links in support of the Hudson Valley Junior Achievement Golf Outling.  Ray Schneeberger, VP Sales,  203-546-5547.


    Donna Baier Stein, Brian Kurtz, and Bob Bly all spoke at the American Writers and Artists Institute 4-Day Copywriting Bootcamp in DelRay Beach FL in October.  Richard Armstrong gave the keynote address.  Donna Baier Stein,, 908-872-1775.

    The club presented its 2014 Mal Dunn Leadership Award sponsored by Alliant to Bruce Biegel, senior managing director, Winterberry Group, at a special luncheon on Thursday, September 11.  The Mal Dunn Leadership Award recognizes data-driven marketing professionals for their exemplary service to the field.

    Leon Henry Inc. is proud to announce their recertification by WBENC (The Women's Business Enterprise National Council) for the 6th year in a row.  Leon Henry Inc. is also certified as a New York State Woman Owned Business Enterprise.  Contact or call 914-285-3456. 



    To help bring our vibrant DM community closer, let us know what you and your company are up to!  Send your news to  Notices will be placed in the newsletter and online.

  • Bill Baird's picture

    DMCNY September Luncheon Notes - OmniChannel Marketing

    The September presentation by Paradysz and PM Digital’s co-founder and co-CEO Chris Paradysz and VP, Advisory Services Michael McVeigh focused on the growing need for Omnichannel marketing, the related challenges marketers face, and strategies and solutions to meet those challenges.

    The top takeaways were: 

    What is Omnichannel Marketing?  It’s a strategy that builds campaigns and infrastructure from the point of view of the customer.  It fights fragmentation to achieve customer-centric foundations.  And it drives content based on unique customer behaviors and histories. 

    Why is Omnichannel Marketing Necessary? Customers are spending more than double the amount of time per day on mobile devices vs. 4 years ago, as well as doubling the number of consultations prior to purchase.  They rely on more information sources and expect a seamless buying experience across the channels closest to those sources.  Furthermore, your competitors are investing in omnichannel: 83% of marketers said they intended to invest in it in 2014. 

    Who’s Doing it Right?  One example is Skriiiex, a 26-year-old music producer and DJ who produced $16m in revenue in 2013 using a vast portfolio of social media followers, fans, subscribers and downloadable sources.  Another strong example is Macy’s, where the stores are fulfillment centers; sales reps order products for customers on line; and budgets are omnichannel (and not in silo’s). 

    The Challenges.  Challenges include the fear of the strategic overhaul that omnichannel implies.  A transition to omnichannel threatens existing separate digital and offline groups.  And fractured & isolated capabilities contradict findings across the board. 

    The Process.  The key to successfully leveraging data across all touch points is to create a comprehensive view of how customers behave from channel to channel to understand (and optimize) the experience.  

    First understand your audience – what do they care about?  What are their preferences?  Your goal is to understand these customer profiles well enough to develop a marketing recipe strategy that will drive engagement. 

    Then segment your audience and build a contact strategy for each segment. 

    How Do You Know When You Need a Dashboard?  When weekly report attachments take up over 90% of your inbox storage … and amount to more than 90% of your unread messages.  (Or if your existing dashboard can’t pass the “Fortune Cookie Test”: Are you less likely to open your dashboard than a fortune cookie … or do you find its contents less informative?)

    What is an Effective Dashboard?  It scales up to an executive level; drills down to campaign, channel and customer segment; enables you as the user to interact by time period with filters to answer questions as they occur to you; and displays Key Performance Indicators (KPIs) versus goal and budget. 

    Competitive Dashboards.  In an omnichannel environment, things change quickly.  As with your own business, you need to know how effectively your competitors are growing, engaging and retaining customers in each channel.  You need to understand how they’re doing it.  And to determine whether you should emulate what they’re doing.   You should be doing this vigilantly across channels, using competitive dashboards.  

    Multichannel Attribution.  As of November 2013, 18% of marketers were practicing sophisticated cross-channel attribution, which identifies how spending in one channel effects responsiveness in another.  As of September 2013, 2% of marketers used a combined attribution strategy to achieve omnichannel success, and this number is growing rapidly.

  • What It Takes to Be a (Direct) Marketer


    September, 2012

    As marketing has turned digital, the hiring process has become ever more complicated.  What skills do new marketers need to succeed?  And what talents should employers be looking for?  At the graduate-school level, the key word is “integrated.”

    As a marketer whose career has been an equal balance of agency account management and teaching at the graduate level, I am often asked what skills are needed for entry into our field.  The answer was easier in the pre-digital era.  That’s because, as DMCNY members well know, the field has changed dramatically – and continues to change – and the skills required to thrive in it have multiplied in recent years.

    Today’s entry-level candidates must have significant specialized talents far beyond those required of marketers just a decade ago.


    Here’s an important point to understand about today’s marketing students right from the start: Digital natives do not consider themselves direct marketers.

    As the academic director of a graduate degree program in marketing for the past 10 years, my experience teaching and advising hundreds of students has shown me they are not familiar with the term “direct marketing” – and do not consider direct marketing to be a specific career path.  They define themselves as marketers.

    That is one of the reasons I changed the name of the graduate-degree program at New York University from “direct and interactive marketing” to “integrated marketing” back in 2008.

    The name change, along with the new curriculum that I developed for it, resulted in a dramatic lift in student response. That isn’t surprising when we consider that students are consumers, and today’s consumers expect the marketplace to be integrated – with branding consistency across all media and channels.

    Here are a few more facts about today’s marketing students:

    • They have often never seen the hardcopy version of a catalog and are just as often not aware that there might be a hardcopy version.   
    • They perceive catalog marketers as online marketers.  
    • They have never belonged to a book or music club.  
    • They tend to not subscribe to any hardcopy publications.

    In a sense, today’s students consider most marketing to be “direct” because most companies that market to them have websites.  The concept of 1:1 seems implicit to them because of live Web chats with customer-service representatives and the social media channels that connect them to brands. They view transparency and immediacy as basic elements of “direct.”


    To thrive in the digital marketplace, today’s marketers (whether or not they consider themselves direct) need:

    Financial skills.  Those of us who started in direct marketing had to become fluent in profit-and-loss management and response analysis.  Measurable marketing skills are essential for digital, and candidates will find measurement skills a key asset for entry-level client-side, agency, and vendor positions.

    Marketing skills.  Here, it is an understanding rather than a set of skills that is needed at the outset.  The skillset will come with experience. What is needed at entry-level is the knowledge that marketing is an

    exchange process and that it is costly in terms of media as well as time (social media requires management).

    Media skills.  Digital media knowledge is the most critical media skill: knowing which media are right for achieving marketing goals, and what the best practices are for the full array – from email, flash, search, and video to social media.

    Creative skills.  Knowing what constitutes effective creative is essential, from being able to write a creative brief that defines the marketing strategy to assessing whether the work is on-strategy.

    The “Four P” skills.  Knowing how to leverage product, price, promotion, and place is not essential for entry-level marketers, but a basic knowledge of these key elements is important.  For example, the classic direct marketer’s use of promotion in the form of offer development is now central to

    a wide range of customer touchpoints well beyond an acquisition campaign; that knowledge is also crucial for website design and copy, SEO, and social media.

    And that’s just the start! 

    MBA and specialized graduate programs are designed to go beyond on-the-job training to build skills in strategy, finance, statistics, analytics—including data security and privacy, brand and product management, operations, management, and business development.

    Finally, at all levels there is the need for teamwork skills and a strong moral compass.

    As the field of marketing continues to evolve, DMCNY members at all stages of their career paths face the challenge of staying current.  What I’ve outlined here is what it takes to build the foundation skills for today’s marketing – which is direct in ways we could never have anticipated.


    Marjorie Kalter
    Marjorie Kalter's picture

    Dr. Marjorie Kalter is a marketer and educator.  She teaches at NYU’s Stern School of Business.  Selected for the DMA’s Hall of Fame, she received this honor in October 2012. She is a recipient of the DMCNY’s Silver Apple

    Award and the DMEF’s Edward N. Mayer Award for Educational Leadership.  She created and headed NYU’s M.S. in Integrated Marketing program, and served as its fulltime professor for 11 years. Reach her at

  • Getting to Know Anonymous Consumers — What’s Your Strategy?


    January, 2013

    This is an exciting time, full of amazing opportunities for marketers.

    Given all the change – consumer expectations, technologies, devices, the economy –

    marketers face a monumental task in reaching and grabbing the attention of consumers. Does your brand have a strategy for getting to know, and connect with, consumers individually?

    Identifying Consumers Along the Path to Purchase 

    Each consumer is on his or her own path to purchase. Only in understanding this path can a brand know the next right thing to say, and when and where to say it. 

    A specific challenge facing marketers is the notion of the “anonymous” consumer. Consumers, for the most part, research and shop anonymously and form an independent purchase decision before they step foot into a retail store or log onto a web site. While there is typically a mountain of data about consumers available from many sources, it can’t always be relied upon to be complete or compiled in one place or format. 

    Brand marketers today must be relentless about data collection.  When a brand knows something about a current or potential customer, it can use that insight to influence the purchase when the consumer is in the market. The objective must be to pull together all available data to identify where a consumer is along the path to purchase, and then collect what is missing to form a complete picture. 

    The good news is that consumers will tell you who they are and what they want, as long as you give them a reason to do so.  Here is some advice: 

    • Engaged consumers are more profitable and more loyal than others. Through “engineered engagement” with consumers — while respecting their preferences and asking permission — you can determine the right expression of your brand and product features that appeal to an individual consumer. 
    • Consumers prefer to receive personally relevant information. Conduct meaningful conversations on each consumer’s terms, and then tailor interactions to meet specific needs. 
    • The customer’s journey is longitudinal and not consistent. Just when you think you have it all figured out, the consumer changes. To successfully identify and engage with the consumer today, be willing and able to meet the consumer where they are, and in a relevant and engaging manner. An integrated multichannel program is a necessity to provide a cohesive experience. Consider the behaviors around each channel – from direct mail to social media – and build a plan that leverages multiple touch points and evokes action.
    • Be prepared to modify the engagement process in real time, on the fly, to keep in step with the consumer.

    The changing market is exciting and opening up a world of possibilities. But, one thing remains true: Engaging with consumers one-on-one helps marketers design and deliver a differentiating and impactful customer experience — and that is the strategy that will pay out for both consumer and brand.  


    Michele Fitzpatrick
    Michele Fitzpatrick's picture

    Michele Fitzpatrick is senior vice president, strategy & insight for The Agency Inside Harte-Hanks, and a speaker at the DMCNY September 2012 luncheon. Reach her at