July 06, 2001

The Direct Marketing Association (The DMA) announced that it’s Directo Council for US Hispanic Marketing will visit members of Congress to discuss key issues affecting marketing to the Hispanic community, such as postal reform and privacy legislation.

The group of business leaders representing a $348 billion buying market, will focus primarily on how the crisis that is crippling the U. S. Postal Service (USPS) will impact marketers’ willingness to reach out to targeted audiences, like the Hispanic community. Council members are concerned that higher postal rates will trigger reduced targeting of the American-Hispanic market.

Directo Council members will also voice their opinions about privacy legislation. As privacy legislation focuses more on telemarketing, Council members are concerned that members of the Hispanic community are unaware of their rights as consumers. During this visit, they will encourage legislators to support their efforts to educate consumers through a multi-lingual education initiative, which will tentatively be launched in the fall of 2001.

"The Directo Council is concerned that our legislators are not taking into consideration how direct marketing issues such as postal rates, remote sales taxation and privacy legislation affect all audiences," said Brenda Heggs, vice chair of the Directo Council and membership development program manager, AARP.

This initiative is a part of The DMA’s State Days on Capitol Hill Program, through which direct marketing executives visit Washington, DC for face to face meetings with members of Congress to discuss issues and to educate them about the issues affecting direct marketing.

The DMA Directo council was formed to educate direct marketers about the U.S. Hispanic market, to provide support in targeting this segment and to promote career and business opportunities for Hispanic members of the direct marketing professional community.

For more information at http://www.the-dma.org

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