July 16, 2018

In the News: Goodbye ERA & DRMA, Hello PDMI

That was quick.

Just days after announcing the Direct Response Marketing Association (DRMA) would cease operations, the former leaders of that organization have joined forces with the former executive vice president of the Electronic Retailing Association (ERA) to form a new industry organization called the Performance-Driven Marketing Institute (PDMI).

According to the official email announcement:

[L]ed by John Yarrington, Thomas Haire, and Bill Sheehan [the PDMI] is a leadership organization dedicated to promoting, protecting and advancing its membership through education, networking and marketing, and advocacy ...

With plans for a September kickoff event in Las Vegas — the PDMI Summit — and a full array of publishing and event services for the industry in 2019, the PDMI is currently working to create a 501(c)(6) association that also will serve as a voice for the industry with federal and state regulators alike.

Yarrington was the publisher of Response Magazine, and Haire was its editor in chief. Sheehan was the executive vice president of the ERA and the executive who signed the June 1 statement revealing the ERA was closing down.

It seems the new PDI Summit is meant to take the place of the ERA Las Vegas show. It is scheduled for September 24-26, according to the email. The location is as yet undetermined. Registration will open July 30.

The plan is now coming into focus, and that plan was consolidation. More to the point, our industry won't be without a trade association for long.

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