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10th Annual National Catalog Forum – Key Takeaways




Last week in Washington, catalog business leaders met for the 10th year to hear from key D.C. decision makers and discuss ways to improve the climate for catalogers’ most crucial bottom-line matters. Below are the key takeaway snapshots of each session, along with scenes from the memorable two-day event.

ACMA’s Policy Work Yesterday & Tomorrow:

  • ACMA President & Executive Director Hamilton Davison outlined the group’s numerous accomplishments over its first decade as well as the many challenges ahead.jpeg
  • As a “little engine that could,” the ACMA early on beat back doubters who said a catalog-focused advocacy group was unnecessary, and instead has been responsible for lower catalog postage rate increases, while beating back a Big-Box Retail onslaught to rewrite the 1992 Quill v. North Dakota sales tax precedent, fighting off more recent state efforts to sidestep Quill, and becoming a major player in D.C. in reach, access and effectiveness, and giving catalogs an organized and now recognized voice in Washington.
  • ACMA has worked tirelessly to promote positive postal reform and to defeat postal legislation that would have enabled runaway increases or an unregulated postal monopoly.

State of the Business:

  • USPS Postmaster General Megan Brennan engaged with the audience on her goals for the future survival of the USPS and the key role catalogs will play going forward.jpeg
  • Emphasized USPS’s desire to break the CPI-capped postal rate setting system in the 10-year review, while trying to appease catalogers’ concerns that this wouldn’t lead to enormous postage increases as a result.
  • Her intent to see the value of catalogs in the mail enhanced.
  • And the useful role the USPS’s Informed Visibility program can have for catalog delivery for marketers and Informed Delivery for mail recipients.

How to Win Friends & Influence People in Government:

  • ACMA lobbyists Alex Vogel & Kristin Smith (left to right in picture at right) of VogelHood Research reviewed jpegproductive ways catalogers can get active in advancing the catalog cause both in Washington and in local politics.jpeg
  • They then brought up Government Accountability Office Senior Analyst Brett Caloia (in picture at left), who is in the process of interviewing as many catalog execs as possible to gather info on the potential damage the Marketplace Fairness Act (or comparable bills) would have on their businesses.
  • Getting cataloger feedback is critical to providing balance to this study. If you’d like to provide your input to the GAO, click here, include your contact details, and the ACMA will be happy to put you in touch with Mr. Caloia and his team.

ACMA Legacy Awards:

  • In recognition of the ACMA’s 10th Anniversary, ACMA staff (Davison, Paul Miller, Lynn Noble & Cathy Roden) honored the many members who have helped the ACMA cause throughout its first decade. Then special commemorative vases, produced and generously donated for the occasion by member Baudville Brands, were handed out to the following five star players:


    • Bob Webb, Potpourri Group
    • Nancy Cushman, Crate & Barrel
    • Larry Kavanagh, NaviStone
    • Allen Abbott, NaviStone
    • Terri Alpert, Uno Alla Volta (pictured)

10-Year Review of Postal Rate Making System – A Life Changer?

  • Longtime postal consultant Larry Buc, former POTUS special assistant Denise Wilson & former PRC Chairman Dan Blair (pictured left to right) exchanged thoughts how they believe the current 10-year review will turn out.jpeg
  • They hotly debated whether or not the CPI-capped system will be broken.
  • They revealed the assorted details the PRC is currently sifting through that could lead to its final decision, expected later this year.
  • And they discussed the likelihood of what’ll happen next once the PRC reaches its verdict – namely, the good chance the Review will ultimately be decided by the courts.

New USPS Research on the Catalog Customer’s Experience:jpeg

  • USPS Director, Customer & Market Insights Dan Barrett (pictured) revealed new research findings from USPS’s recent survey of catalog consumers.
  • USPS’s most recent results clearly indicate catalogs are an important part of the “mail moment” and that they work for both older and younger consumers.
  • He also discussed how ACMA and its members can get involved and help refine subsequent research.
  • ACMA announced the formation of its own research committee.
  • (Attendees will be getting an email on this topic shortly. Please let us know if you’d like to join the committee.)

USPS-ACMA Progress for Catalog Volume Growth:jpeg

  • USPS execs Steve Monteith (pictured), Elke Reuning-Elliott & Lauren C. Williams discussed the progress of the ACMA-spearheaded catalog postage discount.
  • Potential savings could run from 15%-25%.
  • Path to making it a reality is very close, except a final sign-off has to come from the USPS Board of Governors. At the moment, there are no sitting governors, and it’s up to the Trump Admin. to name them.
  • ACMA will continue to keep members apprised of the progress.

Update from ACMA’s Postal Committee:

  • Committee Chairman Anita Pursley of LSC Communications and ACMA’s Hamilton Davison outlined the many challenges and achievements of the Committee over the past year.
  • USPS projecting a 2% CPI increase for January 2018.
  • ACMA’s input into the 2016 Annual Compliance Determination: Standard Flats continue to be underwater despite flawed calculations; 21 workshare discounts out of compliance
  • PRC to initiate a strategic rulemaking to develop proposed reporting requirements related to flats cost & service.

States on the Attack – A Remote Sales Tax Debate…and quite the debate it became between ACMA attorney George S. Isaacson (at right)jpeg
and Alabama Department of Revenue Deputy Commissioner Joe Garrett (at left):

  • Garrett was steadily challenged by Isaacson and many attendees as to the logic behind Alabama’s 2016-initiated remote sales tax law and its national implications.
  • States like Alabama, South Dakota, Tennessee and others want burden to fall on catalogers to collect all taxes in the different states, but states are unwilling to simplify their own tax complexity.

Turning the Keys to Your Future:

  • USPS Executive Director Brand Marketing Chris Karpenko, Ipsos Neuro & Behavioral Science Center CEO Elissa Moses, and MeritDirect VP Andyjpeg Joyce (pictured left to right with ACMA’s Davison 2nd from left) discussed the current and future value of the Integrated Media Research Center, which is dedicated to improving the efficacy of marketing.
  • They emphasized how to create a way of assigning a value to assorted marketing channels going forward.
  • They examined the consumer’s mind and how it interplays with the advertising media received.

How the Trump Era is Impacting Your Business:

  • ACMA lobbyist Alex Vogel returned to reveal where the catalog industry might stand on the Trump Administration’s radar screen.jpeg
  • How House Government Oversight & Reform Committee Chairman Jason Chaffetz’s recent disclosure that he won’t run for re-election and may resign before the end of his term could impact postal reform and the remote sales tax debates.
  • What the significance of Supreme Court Justice Anthony Kennedy, the only SCOTUS member who helped rule on the 1992 Quill v. North Dakota ruling, is in his joining the late Associate Judge Antonin Scalia’s concurrence, which argued that Congress has plenary authority to regulate interstate commerce and that states cannot chip away at these constitutional protections unless and until Congress grants states such authority.

Receptions Bring Rare ‘Down Time’

As in the past, ACMA forums pack a ton into a day and a half. Sessions run throughout the days with little time for breaks. But we did allow for some evening unwinding with the opening Welcome Reception (graciously cosponsored by Verso & Epsilon) and the VIP Reception (graciously cosponsored by Arandell, Infogroup & Oracle Data Cloud). Below are some scenes from the Forum’s lighter moments. For the complete photo gallery, click here.



Special Thanks to Our Generous Sponsors:

And our thanks to all who attended and took part in this year’s 10th Annual National Catalog Forum, and we hope to see you again next year.

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Support ACMA’s Industry Action Funds

You can assist with specific areas of ACMA’s program of work by providing much-needed resources dedicated to a particular issue. Our Industry Action Funds are segregated accounts held by ACMA, made available as a “war chest” to deploy on specific issues that impact direct and remote marketers and their suppliers — eliminating the time and effort needed to raise funds in the heat of battle.

Please note that your contributions to ACMA Action Funds will not be used for any general ACMA “corporate purposes” other than a 5% service fee on funds raised and administered. Non-ACMA members are always eligible to make one-off donations. Such contributions support our network of consultants on whom we depend to advocate for the interests of direct and remote marketers and their suppliers. These funds are only used to pay for out-of-pocket expenses of the specific issues outlined below. Large volume donors may be considered for Steering Committees of each Fund. Click here for more information on how the funds are distributed and used.

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Restricted Status: Each Fund will be separately administered as restricted under the direction of the ACMA Board of Directors by the ACMA Treasurer and our association accountant. An elected Officer from the Executive Committee or the ACMA Board will authorize disbursements. Details on expenditures will be made available to any material contributor on request. Restricted funds may be released only upon authorization of the benefactor or in the event the contributing entity is defunct, by vote of the ACMA Board.

Use of Funds: Moneys from each fund may be used for hiring lobbyists, economists, attorneys, consultants, public relations or government relations personnel, conducting research or other surveys highlighting positions favorable to cataloging, supporting coalitions or other groups allied to our positions, paying for advertising aimed at influencing elected officials or other stakeholders, organizing grass roots outreach, education or advocacy in support of public policy positions or for other tactics favorable to ACMA policy positions. Money raised will not be used to support any political candidate or political party; these moneys must come from a Political Action Committee.

Lynn Noble

President & Executive Director

New Member Development & Acquisition; Postal Affairs

Lynn Noble is ACMA’s Vice President, Industry Relations, having joined the ACMA in May 2015, following an extensive direct marketing career in private industry as well as the US Postal Service. He is responsible for leading the membership development efforts for the ACMA through new member acquisitions and providing enhanced member value.

Throughout his career, Lynn has held key marketing & sales positions with several leading direct marketers, as well as several high-level management positions with the US Postal Service.

In 2009, at the request of the ACMA, the US Postal Service initiated a new position of Catalog Manager to lead the Service’s efforts to stabilize and grow the catalog industry. Lynn returned to the USPS to lead those efforts and was instrumental to developing a stronger industry partnership between the Postal Service and the catalog industry. Serving as the product manager for catalogs, Lynn helped to raise the awareness of catalog-specific business challenges within the executive ranks of the USPS. During his tenure, the ACMA and catalog companies enjoyed a collaborative and progressive environment that produced more stabilized rates and inclusion in key USPS promotional opportunities.

Just prior to joining the ACMA Lynn was the USPS’s Manager, Strategic Account Operations, leading a team of senior sales professionals who focused exclusively in the Catalog, Mail Order, and E-commerce arena. In addition to his Postal positions, Lynn previously held key positions with leading direct marketing companies, including Cox Target Media, Market Logic, Catalina Marketing,, and Advantage Direct.

Paul Miller

Vice President & Deputy Director

Association Matters, Marketing / Communications, Membership Relations

Named Vice President & Deputy Director in January 2010, Miller came to the ACMA following a lengthy career of more than two decades following the catalog/multichannel/e-commerce/retail businesses. Reporting to ACMA president & executive director Hamilton Davison, Miller oversees marketing and communications, membership development, and organizes and oversees ACMA’s National Catalog Forum, while working with Davison on most of ACMA’s postal-related efforts.

Miller started his career as a reporter with Catalog Showroom Business, following a form of retailing that was led by the likes of the Service Merchandise and Best Products retail chains.

After several years of editor/reporter roles with business magazines that followed the toy and gift industries, Miller was named associate editor of Catalog Age magazine (now Multichannel Merchant) in 1986. He rose up the ranks at Catalog Age over the next 18 years to be the magazine’s senior news editor.

Beginning in the late ’80s, Miller became Catalog Age’s postal beat reporter, where he’d follow key postal events and pull out the key catalog mail-related issues for readers. During that time, he attended many Mailers Technical Advisory Committee (MTAC) meetings and National Postal forums.

After leaving Catalog Age in 2004, Miller consulted with several catalogers and multichannel suppliers for a time, he was named news/website editor at Commercial Property News. Less than a year later, he was asked to take the reigns at Catalog Success (now All About ROI) where he served as editor-in- chief from 2006 till the end of 2009.


Mike Plunkett

President & Executive Director

Washington, legislative, lobbying matters

ACMA appointed Michael K. Plunkett as its President and Executive Director in January 2024, succeeding founder Hamilton Davison. Mr. Davison moved on to own and run a company. Mr. Plunkett brings years of executive leadership experience having been the President and CEO of the Association for Postal Commerce (PostCom) since 2017.  In the newly-formed dual role, he will continue his current role with PostCom and the two organizations will operate separately.

During his tenure, PostCom has continued to lead the mailing and shipping industry on policy and regulatory matters and to work with Government agency partners to advance issues of importance to members. Mr. Plunkett is also President of the Delivery Technology Advocacy Council, a nonprofit launched in 2020 to concentrate on delivery and logistics technologies.

Prior to PostCom, Mr. Plunkett accumulated more than 25 years Postal experience with the United States Postal Service in numerous executive roles in operations, marketing, product development and pricing.  As a leader within the Postal Service’s management team, Mr. Plunkett developed a well-earned reputation for innovation by leading efforts to develop pricing agreements for domestic services and in the development of the forever stamp and the priority mail flat rate box.

Mr. Plunkett has testified on pricing and policy issues before the Postal Regulatory Commission and Congressional subcommittees.  He has authored and presented papers on postal policies, economics, and operations for National and International conferences.

Mr. Plunkett holds Masters Degrees in Business from the Wharton School at the University of Pennsylvania and the Massachusetts Institute of Technology, where he was a Sloan Fellow. He earned a Bachelor Degrees in Economics and Finance from the Pennsylvania State University.