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Complete Agenda For the 10th Annual National Catalog Forum

AMCA 2017 Forum Large

Tuesday, May 2nd

6:30 – 8:00 pm Welcoming Cocktail Reception
DuPont Circle Hotel – Glover Park Room, 1st Floor

Wednesday, May 3rd

8:00 am – 5:00 pm Registration

8:00 – 9:00 am Breakfast Buffet

9:00 – 9:15 am Introductions & Chairman’s Remarks
Brad Darooge, ACMA Chairman; President & CEO of Baudville Brands, Inc.

9:15 – 10:15 am Stunning Achievements and Multitudes of Threats: ACMA’s Policy Work Yesterday and Tomorrow
Hamilton Davison, President & Executive Director, ACMA
The ACMA’s Co-Founder & Leader will review the policy landscape and the organization’s priorities, challenges and achievements, outlining the extensive work ahead while examining the dynamics and drivers that will affect the potential outcomes and your business.

10:15 – 10:30 am Refreshment Break

10:30 – 11:30 am State of the Business
Speaker: The Honorable Megan Brennan, USPS Postmaster General & CEO
In her annual address to the catalog industry, PMG Brennan will lay out the Postal Service’s plans for the near future and how its catalog policy is shaping up amid the USPS’s present state of uncertainty, as a postal reform law continues to be allusive.

11:30 am – 12:15 pm How to Win Friends and Influence People in Government
Alex Vogel, Managing Partner, VogelHood Research
This year, Congress has its hands full dealing with the new president’s agenda. As a business leader, your future will be influenced by what happens. Building relationships with key members of Congress is a requisite for all catalog executives. This session will provide a roadmap to equip you to become a savvy influencer to advance your company’s catalog cause.

12:15 – 1:45 pm 10th Anniversary Celebratory Luncheon: ACMA Legacy Awards
Hamilton Davison; Paul Miller, VP & Deputy Director; Lynn Noble, VP Industry Relations, Cathy Roden, Assistant Director, ACMA
Despite our group’s shamelessly no-nonsense, cut-to-the-chase approach, it’s time to pause and recognize the Association’s outstanding volunteer contributors throughout our first 10 years. During this festive occasion, ACMA staff will honor those who have made a significant impact to help make our success possible.

1:45 – 2:45 pm Will 10-Year Review of Postal Rate Making System Be a Life Changer?
Speakers: Dan Blair, former Postal Regulatory Commission Chairman; Denise Wilson, Former Special Assistant to the President & Commissioned Officer, White House Office of Legislative Affairs; Larry Buc, President, SLS Consulting
The Postal Regulatory Commission is in the process of reviewing the postal rate system. At stake, is the possible elimination of the CPI cap; if that happens, catalogers could be in for significant rate hikes in the near future. Find out what may be going on behind closed doors right now and how this possible life-altering process could change the way you do business. This well-seasoned panel of experts knows the ins and outs of the system and will discuss and debate their insights.

2:45 – 3:30 pm New USPS Research on the Catalog Customer’s Experience
Dan Barrett, Director, Customer & Market Insights, U.S. Postal Service
The USPS is engaged in significant market research on how the customer perceives, receives, handles and hopefully reacts to mail. Learn what its most recent research is saying about consumer use of catalogs and what this means for catalog marketers. Then, participate in an open discussion on what further topics / questions / issues that need attention exist. Have input into the future research agenda so both the USPS and industry can steer even better use of mail given consumer sentiment.

3:30 – 4:00 pm Refreshment Break

4:00 – 5:00 pm Behind-the-Scenes Look at USPS-ACMA Progress for Catalog Volume Growth
Steve Monteith, Vice President, Marketing and Elke Reuning-Elliott, Manager New Solutions, Lauren C. Williams, Product Management Specialist, Marketing, U.S. Postal Service
Last year, following a meeting with the ACMA’s Board and the PMG and CMO, Mr. Monteith was anointed by the PMG to address catalog industry issues and create a path for new growth of catalog mail. Many of the issues raised were addressed in the January 2017 rate change but work continues to create a pro-growth opportunity for catalog volumes. Since then USPS Product Management and a small group of ACMA members have worked together to design a powerful incentive for catalog volume increases. This session will give you an update on where we have come and what lies ahead to improve the environment for growth in catalogs.

6:30 – 9:30 pm ACMA-hosted VIP Reception for All Attendees & Key Policy Officials
The Whittemore House, 1526 New Hampshire Ave. NW, Washington
Unwind with other attendees and special guests for drinks and heavy hors d’oeuvres and help celebrate the ACMA’s 10th Anniversary at this historic preservation property and home of the Woman’s National Democratic Club.


Thursday, May 4

7:30 – 8:30 am Breakfast Buffet

8:00 – 9:00 am Working Breakfast: An Update from ACMA’s Postal Committee
Anita Pursley, VP Postal Affairs, LSC Communications (ACMA postal committee chair), Hamilton Davison, ACMA, with members of the postal committee
Hear the back-story on key postal issues affecting catalogers including what ACMA’s postal committee is doing to influence the outcomes. The committee will discuss the 10-year PRC-led review, changes to mailing regulations, simplified pricing, new sanctions for compliance and other catalog-relevant issues the committee has focused on of late.

9:00 – 10:00 am States On The Attack – A Remote Sales Tax Debate
George Isaacson, Senior Partner, Brann & Isaacson; Joe Garrett, Deputy Commissioner of Revenue, Alabama Department of Revenue
ACMA’s aggressive defense of the Quill v. North Dakota remote sales tax collection precedent has shifted to the state level, as a number of states are looking to circumvent Quill in hopes that their own new laws will lead to a Supreme Court ruling. This session will examine the current state of the law and why states are challenging the long-held physical presence standard. Find out why ACMA has been so successful in fending off an unfair resolution to the Internet Sales Tax debate and what the other side has in store for us this year.

10:00 – 10:30 am Refreshment Break

10:30 – 11:30 am Turning the Keys to Your Future
Moderator: Hamilton Davison, ACMA; Speakers: Chris Karpenko, Executive Director Brand Marketing, US Postal Service, Elissa Moses, CEO, Ipsos Neuro & Behavioral Science Center; Andy Joyce, VP, MeritDirect (members of the Integrated Media Research Center Board of Directors)
Creators of the new Integrated Media Research Center (IMRC), a new collaborative think tank dedicated to improving the efficacy of marketing, will explain how you can participate in this valuable resource today and how it may bode for your future. Designed to encourage an ongoing discussion among marketers about the most effective use of an ever-expanding set of marketing channels, including catalogs, the IMRC braintrust show you how to maximize this valuable opportunity.

11:30 am – 1:00 pm Closing Luncheon:
How the Trump Era is Impacting Your Business
Speaker: Alex Vogel, Managing Partner, VogelHood Group
The popular Washington insider Mr. Vogel will break down how the new president’s policies can trickle down to impact catalogers directly and share “inside baseball” anecdotes about what is really happening in this fast paced city where tweets twist futures but policy proceeds slowly.




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Postal Fund Donations


Catalog Industry Action Funds


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.