Life is Long
The Direct Marketing Club of New York's annual Silver Apples awards luncheon is always a treat. The who's who of direct marketing in the NYC area—and beyond—turn out to have a few drinks, a few laughs, some lunch, some business talk, and the chance to honor our industry's best-in-class leaders. The 2005 Silver Apple winners certainly fit the bill: Ken Altman, Kay Cassidy, JoAnne Monfradi Dunn, Robert Edmund, Joe Furgiuele, Murray Miller, Chris Paradysz, and corporate winner, Boardroom Inc.
Capitalizing on the NYC connection, Boardroom's Executive Vice President Brian Kurtz gave an acceptance speech that borrowed the "Late Night With David Letterman" show's top 10 list approach to share the reasons behind Boardroom's success. All 10 points were right on, from my opinion, but it was Boardroom Founder Marty Edelston's philosophy that life is long that got me nodding my head. When Edelston says life is long, he means:
Life is long … so strike business deals where everyone makes a reasonable—if not healthy—profit.
Life is long … so treat your vendors like partners, not like your hired help. "It costs so little," Kurtz said, "and it's great being everyone's favorite client."
Life is long … so treat all employees—past, present and future—like family. Give them your best, and they will give you their best.
In looking at the page proofs for this issue, I'm struck by how this life is long philosophy can be applied to just about any article. For example, Alicia Orr Suman's profile of Highlights for Children Inc. tells the story of a 59-year-old publishing company that throughout the decades and the development of new direct marketing channels has never lost its focus on creating fun, educational products for children. In "Make E-news," author Bob Hebeisen of IMN provides tactics for using e-mail newsletters to build bridges with customers—not burn them because your e-mail approach screams "spammer." And in Senior Writer Tracy Gill's "Five-minute Interview" with The Holmes Group's David Sarlitto, you'll learn why it's never too late to explore a new direct marketing channel—DRTV, in this instance.