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[STK]
[IN] ADV PUB TVN
[SU] AVO POL
TO NATIONAL EDITORS:
DMA Statement: 60 Minutes Broadcast Unnecessarily Frightens Consumers
NEW YORK, March 9, 2014 /PRNewswire-USNewswire/ -- The Direct
Marketing Association (DMA) strongly objects to the unbalanced,
heavily negative depiction of the data-driven marketing industry in
tonight's episode of 60 Minutes. DMA renews its efforts on behalf and
with the industry to better educate the media, policymakers, and
consumers on the tremendous benefits that responsible marketers bring
to the entire data-driven economy.
"DMA has managed our successful self-regulation program for more than
four decades, and we will continue to fight on the side of consumer
value, transparency in data collection and use, ethical and
responsible marketing, and innovation," said DMA President and CEO
Linda Woolley. "Our Ethical Business Guidelines are the backbone of
the public trust between consumers and marketers and our consumer
services like DMAChoice.org and AboutAds.info provide consumers choice
and clear notice about how marketing data is used for marketing
purposes. According to a recent Value of Data study developed by
professors at Harvard Business School and Columbia University,
data-driven marketing contributed $156 billion and 675,000 jobs to the
2012 United States economy, and none of its detractors, including 60
Minutes, can show any harm to consumers. In fact, consumers love what
we do."
DMA will be increasing its efforts to educate all audiences on the
benefits of data-driven marketing. The association asks every member
to join in by increasing consumer-facing communications about how
marketing data is used responsibly for marketing purposes.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.thedma.org) is the world's
largest trade association dedicated to advancing and protecting
responsible data-driven marketing. Founded in 1917, DMA represents
thousands of companies and nonprofit organizations that use and
support data-driven marketing practices and techniques. DMA provides
the Voice to shape policy and public opinion, the Connections to grow
members' businesses and the Tools to ensure full compliance with
ethical and best practices as well as professional development.
In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion
in revenue to the U.S. economy and fueled more than 675,000 jobs. The
real value of data is in its exchange across the DDME: 70 percent of
the value of the DDME - $110 billion in revenue and 478,000 jobs -
depends on the ability of firms to exchange data across the DDME.
SOURCE Direct Marketing Association
-0- 03/10/2014
/CONTACT: Susan Taplinger, 212.790.1589, staplinger@the-dma.org
CO: Direct Marketing Association
ST: New York
IN: ADV PUB TVN
SU: AVO POL
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