Response From American Catalog Mailers Association Executive Director Hamilton Davison
Hamilton Davison, Executive Director of the American Catalog Mailers Association, left a comment that is worth publishing as an article for all of our catalog audience to read.
Response To Looking Ahead To 2008:
Kevin: Three cheers for highlighting some of the more important trends coming at the catalog community in 2008. Thanks also for putting the ACMA in your blog so my Google alert would let me know you posted something I should respond to. I concur that we must monitor what is being said about our brands and company, responding when we can. Without this, the conversation lacks balance and meaning. We must also monitor what is being said about our industry for the same reason.
If one has been following popular print, net and broadcast media coverage concerning cataloging over the past three months, and assuming catalogs are an important part of one’s marketing overall mix, one must be deeply troubled by some popular notions that seem to be emerging: “cataloging is not eco-friendly” or “catalog companies are indifferent or do not honor the interests of customers.” Both of these assertions – wholly unopposed as far as I have been able to tell – are completely false. The catalog companies we work with at American Catalog Mailing Association are customer focused, corporately responsible and completely committed to environmental stewardship. ACMA catalogers I speak with regularly relate changes to their business processes, purchasing specifications, supplier compliance requirements, and marketing decisions made to specifically accede to customer preferences or global concerns. Unfortunately, as you point out in your December 26th entry, no one seems to be telling this side of the story, nor extolling the environmental positives of cataloging. Unfortunately, ACMA is not currently configured to address this industry need; it is up to our members and board to determine if this is a focus area for our new association. However, you do touch on some areas the ACMA is very active in.
Thank you for your work to highlight some important issues. I look forward to continuing the conversation in the year to come!
Labels: ACMA, American Catalog Mailers Association, Hamilton Davison
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