Fight the Fear: Free Flights to DMA Show

In years past, the Direct Marketing Association (www.the-dma.org) could count on 13,000 to 14,000 attendees at its annual fall conference. This year, with events being what they are, the outlook for participation at the October 27-31 show was anything but certain. While show management couldn't do anything to ease attendees' concerns about getting on a plane, they decided to ease the pinch on their wallets.