DMA's 75th ANNUAL INTERNATIONAL ECHO AWARDS FEATURE NEW CATEGORY: A. EICOFF BROADCAST INNOVATION AWARD

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DMA's 75th ANNUAL INTERNATIONAL ECHO AWARDS FEATURE NEW CATEGORY: A. EICOFF BROADCAST INNOVATION AWARD

NEW YORK, September 29, 2004 –The Direct Marketing Association (The DMA) has announced the addition of the A. Eicoff Broadcast Innovation Award to the lineup of 2004 International ECHO Awards being presented during the 75th Annual International ECHO Awards Ceremony. The award will be presented on Sunday, October 17 at 11:15 a.m. CDT in New Orleans during The DMA's 87th Annual Conference and Exhibition.

Named for Alvin Eicoff, a pioneer in the use of broadcast media for direct marketing, the award recognizes a campaign for the most innovative use of the direct broadcast medium. The practices Eicoff developed, including creative strategies and media planning strategies, have laid the groundwork for DRTV and have become industry standards.

"Broadcast has played a significant role in the explosive growth of the direct marketing industry," said John A. Greco Jr., president and CEO of The DMA. "The A. Eicoff Broadcast Award draws attention to the quality and sophistication of today's broadcast direct marketing campaigns and we are extremely pleased to be recognizing it as an important part of the advertising mix."

"I applaud The DMA for acknowledging the groundbreaking work of Alvin Eicoff through this award," said Ron Bliwas, president and CEO of A. Eicoff and Company. "Al's innovations helped create the broadcast direct response industry, and our agency — as well as many others — are still using his innovative practices today."

"We felt it was important to recognize the significant achievements being made in this growing medium for direct marketers," said Sid Liebenson, vice chair of the ECHO Committee and executive vice president and director of marketing at DRAFT. "The A. Eicoff Broadcast Innovation Award shows those inside and outside the direct marketing community how broadcast media is being used in creative and effective ways to help companies successfully reach their marketing objectives."

Introduced in 1930 as the "Best in Direct Mail" contest, The DMA International ECHO Awards honor excellence in creativity, strategy, and response results in direct marketing campaigns. With more than 1,000 entries submitted by direct response agencies worldwide, the ECHO Awards recognize every type of media used in direct and interactive marketing industry campaigns.

For more information on the 75th Annual International ECHO awards please visit www.dma-echo.org.

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The DMA is the leading trade association for businesses interested in interactive and database marketing, with more than 5,100 corporate, affiliate and chapter members from the United States and 44 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, advertising agencies, financial and other service 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 economic-impact study, direct and interactive marketing sales in the United States are projected to have surpassed $1.7 trillion in 2003, including $133 billion in catalog sales and $41 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.