THE CECIL RHODES of direct marketing, DMA chief executive Colin Lloyd, is running his latest wheeze up the flagpole to see if anyone salutes - the DMA as media broker. Says Lloyd: 'Collectively negotiating airtime and ad media rates could provide significant savings for our industry. As the world of media continues to consolidate and the bigger companies get larger, why shouldn’t we collectively counter this threat by organising ourselves in a similar manner?' [Why not, indeed, Colin - provided the DMA is willing to extend the fruits of any deal to all comers, not just DMA members. Any other course could well be construed by the Office of Fair Trading as anti-competitive.]