Magic Johnson

Heather Fletcher is senior content editor with Target Marketing.
Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

Earvin "Magic" Johnson's magnetic personality is something he begins cultivating when he wakes up at 4 a.m. each day. Speaking to direct marketers Monday at DMA2014 in San Diego, Johnson says he studies before every meeting in order to understand his audience and he's always "on time." Those are just a couple of the habits the former LA Lakers basketball player credits with helping him succeed in business. Johnson, however, underplays just how much work he puts into those efforts.

The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all amid The Great Recession, and having been recently thrown out of a job, money was just too tight to attend on my own. Since then, marketing has changed—a lot—and the U.S. economy overall is in better shape than it was. Folks, looking back, we avoided a Depression

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