Participation Is the First Step to
Becoming a Leader
— Thomas Jefferson
During a late-August visit to Thomas
Jefferson’s educational masterwork
— the University of Virginia (that’s
the famous Rotunda behind me, at
right), which he designed and founded in 1819
— the many ideas and concepts our third presi-
dent is responsible for came to my mind.
From the writing of the Declaration of Independence to the completion of the
Louisiana Purchase to founding a completely secular institution of higher learn-
ing at a time when such an idea was radical, Jefferson’s many contributions to the
foundation of American governance and society are clear. What becomes even
clearer, upon deeper study of the man and his published thoughts, are the depths of
Jefferson’s belief in participation in a society and a republican democracy.
His quote above is not only directly applicable to the American system of gov-
ernment — which is, of course, a popular subject with the Obama-McCain election
just around the corner — but also useful when considering each of our places in the
direct response marketing universe. Simply substitute “direct response” in place of
“America” in the quote, and you’ll see what I mean.
It’s interesting to look at this quote because, during my seven-and-a-half years in
the DR world, one of the most stirring debates has always centered around leader-
ship roles in moving the business forward. I’m not talking about leading your com-
pany — no, more importantly, I’m talking about taking part in the sort of industry-
wide initiatives and events that help move the business forward as a whole.
Obviously, Response has always attempted to position itself as a leader in edu-
cation, information and connection in the DR business. From the magazine to
Response Expo to the Direct Response Marketing Alliance (DRMA) and other
initiatives, Response’s core belief is that our role is to participate — wholly and
completely — in making the direct response marketing world a stronger and better
place.
And, we’re not the only ones. Many of you are involved directly with other
leadership groups outside of Response’s full menu. From the Mobile Marketing As-
sociation (MMA) to the American Association of Advertising Agencies (4As) to
the Direct Marketing Association (DMA) to the Electronic Retailing Association
(ERA) — and more — there are literally dozens of groups fighting to improve the
world we work in.
When I read Jefferson’s words above, the words could not ring more true in rela-
tion to the DR business today. Now, with recession looming, new technology and
regulation bubbling, and questions abounding about the future of our business (see
our annual State of the Industry report on page 56), your involve-
ment and your voices have never been more crucial in shaping
the future of the business. I urge you to be a part of “Jefferson’s
majority” when it comes to shaping the direct response business.
Thomas Haire, Editor-in-Chief
“We in America do not have government by the
majority. We have government by the majority who
participate.”
The Only Independent Source for
Direct Response Marketers
Editorial, Advertising & Design Offices:
201 Sandpointe Ave., Suite 500
Santa Ana, CA 92707
Voice: 714-338-6700 or 800-371-6897
Fax: 714-338-6710
Web site: www.responsemagazine.com
Publisher: John Yarrington
( jyarrington@questex.com)
Voice: 714-338-6724 • Fax: 714-338-6710
EDITORIAL
Editor-in-Chief: Thomas Haire
( thaire@questex.com)
Voice: 714-338-6722 • Fax: 714-338-6710
Associate Editor: Jacqueline Renfrow
( jrenfrow@questex.com)
Voice: 714-338-6760 • Fax: 714-338-6710
Contributing Writers: Ellen T. Berge, Scott Doty,
Paul Greenberg, Timothy R. Hawthorne,
Jeffrey D. Knowles, Bridget McCrea, Daniel
Meehan, Marcelino Miyares, Shay Moftakhar,
Jason Pavona, Bill Quarless, Nicole Urso
DESIGN
Graphics Director: Monica Kollmann
( mkollmann@questex.com)
Voice: 714-338-6728 • Fax: 714-338-6710
ADVERTISING/MARKETING
National Account Executive: Adam Carrillo
( acarrillo@questex.com)
Voice: 714-338-6723 • Fax: 714-338-6710
Classified Advertising Manager: Kurt Wohlman
( kwohlman@questex.com)
Voice: 714-338-6749 • Fax : 714-338-6711
Group Marketing Director: Kristina Kronenberg
( kkronenberg@questex.com)
Voice: 714-338-6743 • Fax: 714-338-6711
BUSINESS
Executive Vice President of Publishing: Tony
D’Avino
Business Manager: Mary Charney
Production Director: Bonnie Ling
PRODUCTION
Production Manager: Carson Vaillancourt
( cvaillancourt@questex.com)
Voice: 218-279-8851 • Fax: 218-279-8813
Classified Department Manager
Classified Advertising: Chris Anderson
canderson@questex.com
Voice: 218-279-8848 • Fax : 218-279-8815
CIRCULATION
For Subscriptions Call:
U.S. Sales and Service: 866-344-1315 (toll-free) or
847-763-9594
International: 847-763-9594
E-mail: response@halldata.com
Audience Development Manager: Debbie Gullian
dgullian@questex.com
Voice: 216-706-3755 • Fax: 216.706.3712
MARKET DEVELOPMEN T
For Lists: Ilene Schwartz
Kroll Direct Marketing
Voice: 216-371-1667
Fax: 216-371-1669
E-mail: ilene@krolldirect.com
For Reprints: Diana Sholl
Voice: 717-399-1900, x162
E-mail: diana.sholl@theygsgroup.com
Back Orders: Response Magazine
P.O. Box 1270
Skokie, IL 60076-8270
President & CEO: Kerry C. Gumas
Executive Vice President & CFO: Tom Caridi
Executive Vice President: Robert S. Ingraham
Executive Vice President: Tony D’Avino
Executive Vice President: Jon Leibowitz
Executive Vice President, Corporate Development:
Claudia Flowers
Vice President, Digital Media: Seth Nichols
Vice President, Human Resources: Diane Evans
