Gold Honoree:

Stu Boysen – DMCNY Executive Director Emeritus

Stuart Boysen began his direct marketing career in 1978 when he joined Hoke Communications, Inc. (HCI), publisher of Direct Marketing and Fund Raising Management magazines and four newsletters. Pete Hoke hired him to computerize the company. By 1982, the entire publishing operation from editorial and advertising to database and ancillary sales of books and cassettes were online, all running off a single computer network. He also oversaw expansion of the system to handle club and conference administration. This was the first fully integrated system in the publishing field to handle all these functions. Clients included DMCNY, Direct Marketing Days in New York (DMDNY), the Direct Marketing Fundraisers Association (DMFA), Fund Raising Day in New York (FRDNY) and Women In Direct Marketing (WDMI). He became president of HCI in 1995.

In January 2017 Stu retired as DMCNY’s Executive Director, a position he held since 1999. Prior to that, he served as the club as an Advisor to the Board with responsibility for membership, database, event registration and administration. His involvement with DMCNY began in 1981 when the organization grew out of the old Hundred Million Club and HCI was asked to handle the database and management functions.

Stu also served Fund Raising Day in New York for 33 years handling registration and exhibits management. He is a past president of the Fulfillment Management Association and served for many years on the Education Committee of Direct Marketing Days in New York. DMCNY honored him with its Silver Apple Award in 1997.

Prior to joining Hoke Communications, Stu worked in the Research Department of Libbey-Owens-Ford Glass Co. in Toledo, Ohio. He holds a B.S, M.S. and Ph.D. in Ceramic Science from Alfred University. While attending Alfred he met his wife, Wendy, and they were married in 1968. They have four grown sons and six grandchildren. After spending 36 years in Garden City, NY, Stu and Wendy moved to Gilford, NH near Lake Winnipesaukee in 2015.

Silver Apple Honorees:

Fran Green – Smart Data Solutions, ALC

Fran Green, a 35+ year veteran of the Data Marketing industry, spearheads ALC’s audience development and insights division, responsible for its branded signature products, their applications and omni-channel applications. She is also a member of ALC’s Board of Directors.   Her expertise in Data Monetization, offline-online integration and marketing solutions has expanded the range and scope of services that ALC provides to savvy marketers. In her previous role as President of ALC Data Management, she grew the division into an industry leader, attracting a vast array of blue chip clients from every market including retail/eCommerce, nonprofits, financial services, travel and B2B.

Fran developed the ALC “For Brokers Only” luncheon, now in its 23rd year, which is the only event focused on the important role of data brokers.  In acknowledgement of the changing data landscape and expanded field of data professionals, she transformed the event in 2017 to “Smart Data Only,” attracting innovative leaders from both offline and digital channels.

She is an active participant in industry organizations, as well as being a frequent writer, speaker, and moderator. She was named the 2007 DMA List Leader of the Year, founded the Data Innovators Group and has mentored many of the best and brightest in the industry today.

Fran holds a BA degree from Hofstra University and, prior to entering the field of data marketing, was a social worker, employed by a state-run agency that helps parolees re-enter society.  She enjoys vegetable gardening, world travel and hiking—especially in the beautiful US National Parks.

John Princiotta – PCH
John Princiotta is Senior Vice President of Marketing for Publishers Clearing House (PCH) which has transformed, during John’s 32-year tenure, from a direct mail marketer of magazine subscriptions to a diverse interactive marketing and media company with over $1 Billion in annual revenue.  PCH, known for its iconic sweepstakes, has awarded over $315 million in prizes over the years and has evolved to offer many ways to win life-changing and smaller prizes through the mail and online.  PCH recently moved its headquarters to Jericho on Long Island, and maintains satellite offices in New York City, Boston, Portland, ME, and several additional locations.

John oversees PCH’s merchandise and magazine marketing efforts on both the direct mail and digital platforms.  Under John’s leadership, PCH creates stronger, more profitable customer relationships through the acquisition and expansion of the company’s customer base, the cultivation of multi-channel initiatives, predictive analytics, cutting edge product strategy and merchandising foresight.  With countless achievements throughout his PCH career, John’s dedication to innovation and a customer-centric philosophy have given PCH a greater focus on identifying individual tastes and interests within a diverse audience.  His drive to ensure that consumers receive highly relevant content and offers has helped John become publicly recognized as an industry leader with an induction into the DMALI Hall of Fame in 2014.  He has also been a member of the Data and Marketing Association (DMA) Board of Directors since 2014.

John joined Publishers Clearing House in 1985 from Philip Morris USA.  He holds a B.S. and MBA in Marketing from St. John’s University where he currently serves on the Management Department Advisory Board for the Peter J. Tobin College of Business.

Eva Reda – American Express

Eva Reda is Executive Vice President & GM, Partnerships & Product Development within the American Express Consumer Services group.  She is responsible for P&L management and growth of Co-Brand relationships (including Delta, Hilton and Starwood), as well as strategic partnership and product development.

Ms. Reda joined American Express in 1992, working in the Strategic Planning Group. In 1994, she entered the Establishment Services organization and led a variety of efforts in reengineering, new business development, infrastructure enhancement and marketing of information products. In 1996, Ms. Reda was named Director, Establishment Services and shortly thereafter moved to London to take on a global Pricing and Value role, driving significant merchant revenues to the growing International business across 274 markets.

In 1999, Ms. Reda was named Vice President and, in 2000, rejoined the US organization, this time in the Consumer Card Services Group.  Ms. Reda led the marketing and integration of American Express’ first portfolio acquisitions and developed successful agent bank programs.  In 2003, Ms. Reda assumed Delta Portfolio Management responsibilities and was broadly responsible for key Delta programs.  She led the efforts for the Delta co-brand card and Membership Rewards programs globally, and focused on growing the overall American Express Delta partnership.  Following that, she was the head of marketing for the Consumer Card division where she was broadly responsible for bringing high quality new customers into the American Express network and building loyalty by deepening and enhancing the value of membership throughout the duration of the Cardmember lifecycle.

Ms. Reda holds a B.A. in Economics from Harvard University, with specialties in Econometrics and Industrial Organization.  Ms. Reda currently resides in Glen Ridge, New Jersey with her husband Frank and her three children Julian, Myles, and Sophie.

Randall Rothenberg – Interactive Advertising Bureau

Randall Rothenberg is the president and CEO of the Interactive Advertising Bureau, the trade association for interactive marketing in the United States. The IAB represents over 600 leading media, marketing and technology companies. Its members include Google, Yahoo, Microsoft, AOL, The New York Times, Walt Disney Co., NBC Universal, CBS,, and scores of other ad-supported digital companies, which are responsible for selling more than 86% of online advertising in the U.S. To support the growth of the interactive advertising and marketing industries, the IAB serves as the industry’s public policy and lobbying organization, market and consumer research center, training and development base, and hub for the development of technical standards and operating best practices. The IAB has 45 affiliate associations around the world.

Mr. Rothenberg led the IAB from 2007 through 2010, and rejoined the association in March 2011, after a stint as Executive Vice President and Chief Digital Officer of Time Inc. Prior to his IAB role, Mr. Rothenberg was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning business journal strategy+business, Strategy+Business Books,, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm’s Chief Marketing Officer.

Prior to Booz Allen, Mr. Rothenberg spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. For 10 years, he was a marketing and media columnist for Advertising Age.  Mr. Rothenberg is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.

Mr. Rothenberg received an undergraduate degree in Classics from Princeton University and currently lives in New York City.

Jay Schwedelson – Worldata

As President and CEO of Worldata, Jay Schwedelson is responsible for driving strategic growth across all Worldata divisions. Under his leadership, Worldata has become the industry leader in acquisition marketing strategies, permission email marketing services, direct mail list services and interactive advertising solutions.

Schwedelson was the driving force behind Worldata’s transformation from a traditional list rental firm into an interactive leader.  He has launched divisions including, WebConnect and strategic consulting services which have spurred the company’s overall success as a digital marketing leader.

Schwedelson has served in many industry leadership roles. He currently serves on the Board of Directors of the Data Marketing Association(DMA). He is a past Chair of the DMA’s List Leaders Group and founding member and past chairman of the DMA’s original Email Council. Schwedelson is also the past Chair of the DMA’s Annual Conference – &Then.  He is currently also serving his 9th year on the Board of Directors of Marketing EDGE.

Among his career achievements Jay has been named to Crain’s 100 Top Industry Professionals for 10 consecutive years. He also sits on the Advisory Board at his alma mater The University of Florida.

Rita Shankewitz – Bottom Line, Inc.

Rita Shankewitz is a marketing professional with extraordinary experience, knowledge and skills in the art and science of direct response marketing. Rita’s career numbers tell an impressive story with over 24 years at Bottom Line Inc (formerly Boardroom) where she executed over 1,000 direct mail campaigns, mailed over 500,000,000 direct mail pieces, launched over 100 book campaigns and sustained over 350,000 paid subscribers to Bottom Line Inc’s flagship title, Bottom Line Personal. Her career has led to innovation, leadership and hands-on involvement in other creative business channels including DRTV, digital, and  alternate media while expanding and diversifying Bottom Line Inc’s publishing portfolio into product lines such as skincare and vitamins.

Rita began her career as a BPA auditor in 1987, which led to her position in circulation at The New York Times Women’s Magazines, where she managed renewals and billing for McCall’s, Family Circle, Child and Decorating Remodeling.

Rita is an ardent believer and practitioner in development and nourishing of relationship capital with a special appreciation for her colleagues at Bottom Line Inc. She advocates open communication with competitors, sharing successes and failures with her peers and especially values the talent and support from the industry’s vendor community.

Rita has happily navigated the challenges of being an involved working mother of three children, while also being active and involved in various charities, including the Susan G. Komen Foundation, Relay for Life and Community Cares.  She is also a member of DMCNY, HVDMA, and other trade organizations.

Originally from Brooklyn, Rita graduated from State University of New York, College at Oneonta.  She and her family now reside in Mahopac, New York.

Corporate Honoree: 

BMI Global-OMS

Blumenfield Marketing Inc. was founded by Arthur Blumenfield in 1976. Arthur had become involved in direct marketing as an early innovator of merge-purge technology as well as inventing and patenting the concept of personalized children’s books (Me-Books). An active member of the DM community, he often heard direct marketers complain that they were constrained in their marketing efforts due to limitations in their computer systems. Seeing an opportunity, he risked everything by quitting his job and launching Blumenfield Marketing Inc. with the mission of providing customized software systems for direct marketers. His goal was to “never say no” when a client asked if the system could be modified in order to try something new.

41 years later, BMI continues to fulfill that mission and its current clients will all attest that BMI continues to “never say no” when asked to implement even the most complicated requirements. Over the years, BMI has had the privilege to work with some of the most brilliant and respected direct marketers in the world. BMI has used that experience to build an industry-leading “best of breed” Order Management System (OMS) which handles order and payment processing, product fulfillment, e-content subscriptions, database maintenance and advanced analytics. BMI specializes in continuity and subscription programs but also supports many other types of businesses including catalogs, e-commerce, DRTV and various other direct response programs. BMI’s systems are able to support these functions in multiple countries, languages and currencies and have been used throughout North America, Europe (including Scandinavia and Russia), Australia and New Zealand. In addition to providing computer systems, BMI’s clients also rely on BMI to provide input and recommendations in marketing and promotional decisions based on decades of experience supporting hundreds of direct response projects. In 2017, BMI began doing business as BMI Global-OMS to reflect its current business model.

BMI credits its membership and participation in the Direct Marketing Club of NY as being an invaluable source of contacts and new clients which have helped to fuel its continued growth and success over the decades.