DMA INSERT MEDIA COUNCIL LUNCHEON SPOTLIGHTS METHODS FOR INCREASING RESPONSE RATES

NEW YORK, NY, February 14, 2005 - The DMA Insert Media Council will host a luncheon on March 15 at the Harvard Club of New York City where industry leaders will lead an in-depth discussion on ways to increase your response rates within insert media programs. "Lifting Response Rate in Your Insert Media Programs" will explore solutions that insert media professionals can apply when new test programs fall short of target acquisition costs, and when continuation programs don't meet acceptable performance levels.

A panel discussion, moderated by Dan Plunkett, senior vice president of marketing for Singer Direct, will focus on how to revitalize stale offers and develop creative and media plans that will inject new life into tired and worn-out programs. Panelists Joanna Degennaro, assistant director, package enclosures, Bookspan; Peter Mendelson, senior vice president of marketing, Gerber Life; and Steve LePera, media director, Mantis, will share exciting new ways to increase customer lifetime value, improve response rates, and reduce costs.

Other highlights of the panel discussion include:

*How to convert a low or non-performing insert media program into a profitable source of new customer acquisition;

* Dissecting results and creating a "what if" scenario based on different proven criteria used by experts;

* Improving the offer, format, creative, and CPM to breathe new life into an otherwise dormant or lackluster program.

LOCATION:

Harvard Club of New York City

27 W. 44th Street

New York, NY 10036

REGISTRATION:

DMA Insert Media Council Member: $49

DMA Member: $59

Non-Member: $69

For additional information on registration, please contact Melissa Robinson at 212.768.7277, ext. 1517 or at mrobinson@the-dma.org. .

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About The DMA

The Direct Marketing Association (www.the-dma.org) is the leading trade association for businesses and organizations interested in direct, interactive, and database marketing, which in 2004 generated an estimated $2.2 trillion in US sales, including $134 billion in catalog sales and $41 billion in Web-driven sales. In addition to catalogs and the Web, DMA members employ a wide variety of marketing media, including mail, e-mail, telephone, newspapers and magazines, interactive television, and radio, among others. Founded in 1917, The DMA today has more than 5,200 corporate, affiliate, and chapter members from the US and 44 other nations. Reflecting the significant and growing role that direct marketing plays in today's advertising mix, The DMA's membership represents marketers from every business segment, including catalogers, Internet retailers, retail stores, nonprofit organizations, advertising agencies, financial services providers, book and magazine publishers, book and music clubs, industrial manufacturers, and a host of other vertical segments, as well as the service industries that support marketers.

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