EMA absorbs small retailer group

PHYSICAL: iDEA reorganized as advisory council to larger trade org

By Susanne Ault -- Video Business, 6/22/2009

JUNE 22 | PHYSICAL: The Independent Dealers of Entertainment Assn. is no longer running as a separate organization within the Entertainment Merchants Assn., but EMA officials insist that that there will be no cutback in services to indie retailers.

Citing consolidation of indie storefronts, which has considerably slimmed iDEA membership ranks, EMA has folded iDEA into its larger infrastructure. EMA made this decision in order to improve efficiencies and save on expenses.

Going forward, iDEA cedes direct leadership over activities for indie EMA members to the larger EMA governing body. EMA has disbanded the iDEA Board of Trustees, reorganizing it as the iDEA Advisory Council of EMA. The Council, which retains many Trustees as members, will consult with EMA’s Board of Directors over the best actions to take for its existing indie retailing members.

“Sadly, despite our best efforts, not to mention those of many independent retailers, the indie community has been shrinking for the last few years … which has resulted in too few iDEA members,” read a note EMA sent to its iDEA base in late April. “The net result: iDEA has become too expensive for EMA to maintain as it was created. Therefore your iDEA Board of Trustees, in collaboration with the EMA Board of Trustees, has re-conceived the structure of iDEA.”

EMA is confident that apart from some accounting changes with membership dues, its indie members will hardly feel the difference being fully integrated into the larger group. This arrangement is similar to how indie needs were managed prior to iDEA being established in 2004.

Much of iDEA’s agenda should remain the same. There should be no disruption of its ongoing Hidden Gems program, which spotlights premium under-the-radar product for small stores to distinguish themselves from its chain competition. Since the leadership change, EMA presented Indie Fest East on June 3-4 in Connecticut, which helped connect indie members with studio suppliers.

Also, iDEA staff members Frank Lucca and Jennifer Lane will continue their duties under EMA, as executive director of iDEA/VP of EMA and senior manager of iDEA member support, respectively.

“I think that indies will experience no difference in the amount of services from EMA,” said Tom Paine, former iDEA Trustee member turned iDEA Advisory Council member. “EMA has made a commitment to the indies. And having indies as part of our membership is still important.”

Paine added that Indie Fest East was a success, attracting more than 100 store attendees. He believes the event should continue with future installments in various parts of the country. Last year’s Indie Fest West, managed wholly by iDEA, drew similar attendance.

“I think the transition has been seamless,” said EMA spokesman Sean Bersell. “We will continue to provide the same sort of things that were provided in the past.”

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