DMA Announces Final Keynote Lineup For Its 85th Annual Conference & Exhibition

NEW YORK, August 5, 2002 - The Direct Marketing Association (The DMA) announced the final keynote schedule for its most significant direct marketing event, The DMA 85^th Annual Conference & Exhibition. The event, October 20-23 at the Moscone Center in San Francisco, is the world's largest gathering of direct and interactive marketers.

"Despite today's technology that makes at-distance communications and business so fast and easy, the importance of face-to-face contact cannot be underestimated," said H. Robert Wientzen, president & CEO, The DMA. "The DMA's Annual Conference and other types of business events offer a rich opportunity to network with industry colleagues while learning new ways to reduce costs and improve their bottom line."

The annual event will reflect a broad range of direct and interactive marketing related topics that will be represented in the industry's largest exhibit hall and covered in more than 150 conference sessions, including an update on the current state of the industry, as well as a look at the rapid evolution of the direct and interactive marketing industry, trends, multi-channel marketing, postal, and other government affair issues that impact direct and interactive marketers.

New to this year's event is the creation of The DMA's first Digital Print Pavilion. Hosted by Hewlett Packard and Xerox, and created in partnership with The Digital Printing Council of Printing Industries of America, Inc., the Pavilion will feature informational and tactical "how to" sessions and will offer strategic insight and tactical advice to marketers who are looking to capture new opportunities through digital printing. Live demonstrations from Hewlett Packard and Xerox will be presented, as well as case studies from companies that have used digital printing to increase response rates and their bottom lines.

The conference will kick off Sunday, October 20 with The DMA 73^rd International Annual ECHO Awards. Spotlighting the best direct and interactive marketing campaigns of 2001, this year's gala will be hosted by comedic actor Kevin Nealon of "Saturday Night Live" fame.

On Monday, October 21, DMA President & CEO H. Robert Wientzen will present opening remarks on how the economy, technology, and politics are affecting the way marketers do business. Wientzen will point to the hot trends, leading opportunities, and hefty challenges that marketers face as the direct and interactive marketing industry speeds into the customer-centric, multi-channel Digital Era.

Lou Dobbs, anchor and producer of CNN's "Moneyline," will present the opening keynote address. Dobbs will share his insight on the economy and how the direct and interactive marketing community is poised for the future in these challenging economic times. He will discuss how domestic and international political events will impact direct marketers and the business environment as a whole, and offer his views on what lies ahead for the economy in the short- and long-term.

John "Jack" Potter, postmaster general and CEO, the United States Postal Service (USPS) will present "A Critical Juncture for Crucial Partnership" on Tuesday, October 22. Potter will discuss his vision for the future of the USPS as well as the great challenges the USPS has faced, resulting in postage increases and service changes that have had significant impact on direct marketers.

U.S. Senator Joseph Lieberman (D-CT) will speak on October 22 during The DMA's Hall of Fame induction ceremony. Since June 2001, Senator Lieberman has served as Chairman of the Governmental Affairs Committee, which maintains oversight responsibilities over a broad range of government activities, including all postal matters and homeland security. He is pro-business, pro-trade, and pro-economic growth, and is equally committed to protecting America's workers, consumers, and environment.

The conference will wrap up on Wednesday, October 23 with the keynote presentation, "Get Real: Stop Sabotaging Future Success with Rear-View Vision," by DMA Hall of Fame member, Stan Rapp, chairman, MRM Partners. Rapp will discuss how brand value in the 21^st century is driven more by individualized marketing, online and off, than by mass marketing perceptions.

In addition, The DMA has created a special offer for delegates to receive a new Palm m515 Handheld for 50 percent off the retail price. Registered attendees who check the "Palm box" on their registration form will receive the color 16 megabyte Palm for $199. The organizer will be distributed on-site at registration and include a pre-loaded conference event planner, session and speaker information, and searchable exhibitor directory. This offer is limited to one per registered attendee. This offer expires September 16, 2002.

Additional information is available at The DMA's conference Web site at www.dmaannual.org.

The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States exceeded $1.86 trillion in 2001, including $118 billion in catalog sales and $30 billion in sales generated by the Internet. The DMA's Web site is www.the-dma.org, and its consumer Web site is www.shopthenet.org.

Media Contact: Christina Duffney

212.790.1532

cduffney@the-dma.org