The Meaning of the Silver Apple Award
The Silver Apple identifies the direct marketing leaders in the New York area who have distinguished themselves by both their professional accomplishments and their commitment to service. The people who have received Silver Apples in years past have made vital contributions to the growth of our industry. They have volunteered to participate on boards, committees and commissions. They have represented our interests to both the government and to allied industries. And they have committed to educating the young professionals who’ve chosen to make direct marketing their career.
The Silver Apple awards honor the industry’s notable innovators, the leaders who have celebrated 25 years or more of distinguished service in direct marketing. Just as important, they are people who have made time to give something back — devoting their time and talent in promoting the goals of the DMCNY and in fostering the growth of our industry.
The Direct Marketing Club of New York was founded in 1926.The mission throughout our 85-year history has been to promote the desire to prepare through education.
Because of the importance of our mission, the DMCNY holds a prominent place among the nation’s regional organizations — even in the New York metropolitan area where we share the limelight with seven other DM organizations, including The DMA. Today, our mission is more relevant than ever before, as new technologies, new challenges, and new opportunities require us to continue to communicate the standards for excellence in direct marketing. The Silver Apple recipients exemplify this mission.
When the Silver Apple awards were first presented in 1985, the then-president of the DMCNY, Mal Dunn, spoke to the 19 awardees with words that still resonate today. He said, in part, There are those who claim that leadership success is largely a matter of circumstance. You are either born into a position where leadership is finally thrust upon you, desired or not, or you just happen to be in the right place at the right time.
This may be so. Certainly the direct marketing industry for the last few decades has been a good place to be.
But true leadership in our industry does not come as easily as simply being here. This is an industry that proves its successes. Amateurs, charlatans and failures are quickly exposed.
Direct marketing leadership means you command the respect of your colleagues and those outside the business. You must be an innovative thinker, as measured by the percent of return. You will also be self-confident, blessed with infectious optimism, and, on occasion, something of a maverick, as measured by the number of times you are called upon to speak.
But you will also have gone beyond the standard benchmarks set for success, such as title or corner office. You will have also done your share (or more) of training, education, and tireless toil for the improvement of industry standards. Your willingness to participate in extensive conference and committee work will have been demonstrated – by doing.
I am so proud of the Silver Apples and its contribution to our club and to direct marketing as a whole.