DMA Launches Digital Magazine

Each issue of Point to focus on one timely, highly relevant direct marketing topic.

By Chandra Johnson-Greene
Tuesday, May 5, 2009

The Direct Marketing Association (DMA) released today the flagship issue of Point, a free Zinio-powered digital publication that will focus on one timely, highly relevant topic, explored in-depth by several high-level experts representing a variety of viewpoints in the marketing spectrum, per installment. Point will offer readers a “wide vista of perspectives and practices from marketing’s best innovators and thought-leaders on relevant subject matter that closely touches a diverse, multichannel audience.”

Led by Sue Geramian, the DMA’s SVP of communications, media, and public relations, and her staff, Point will have two installments in 2009 and the second is scheduled for later this fall to coincide with the DMA’s annual conference.

The theme of the first issue, “Thriving Through Customer Service,” explores how focusing on the customer experience in innovative ways can empower businesses to prosper in today’s challenging marketplace. The contributor roster for the first issue includes John A. Byrne, editor-in-chief, BusinessWeek.com, DMA president/CEO John Greco, Jeanniey Mullen, global EVP, CMO, Zinio, and Mark Penn, worldwide CEO, Burson-Marsteller.

“We were hearing from our members and friends about all of the great things that have been going on in the world of direct marketing, so we wanted to have a forum were people could voice their opinions,” Geramian told AD. “And so far, the response has been tremendous. And we’re not just looking for people associated with the DMA to read and contribute. We want divergent views because direct marketing is reaching out across channel and consumer bases that it wasn’t 10 years ago.”

The DMA is using social networks such as LinkedIn, Facebook and Twitter to get the word out about Point. According Geramian, the association reaches out to approximately 20,000 people via social networking sites. The first issue was also sent to DMA board members and members of the press as well as to the 20,000 recipients of 3D, the association’s daily e-newsletter. The next issue will be promoted in the same manner. “We’ve been hearing all day that recipients have been viraling the issue out and Twittering quotes from it, so our circ numbers are growing as we speak,” Geramian says.

Three industry leaders are already on board as contributors for the next issue, Geramian added, which will most likely focus on social media. Although she declined to offer specific names, she did say that the contributor roster would include “an individual from another association, someone in the mobile marketing industry and a high-level individual from a women’s consumer magazine.”

As far as expanding the Point brand, options such as a stand alone Web site and a print edition are all open for discussion. “If it’s a viable service for our audience, we’ll try to make it happen,” Geramian says. We’re looking forward to tracking where it will go.”

NAA Shutters Print Magazine, Keeps Digital Edition

Meanwhile, another association is keeping its digital edition despite having to shut its print edition down.

The Newspaper Association of America has ceased publication of Presstime, its print magazine with the May issue being its last. "Continuing the Presstime mission online is part of the transformation very much in line with the changes our members are making to their own businesses," a NAA spokesperson told Editor & Publisher.