In response to the need of the times, described by economists as an era of difficulties and uncertainties, the association in 1981, adopted the theme, “Innovative Marketing in the Eighties.” However, the internal thrust of the association was the stabilization of its finances. On the other hand, to more fully professionalize the association’s service to its membership, the year’s board adopted a policy of”properly” compensating members who render professional services to the organization. The Fourth “Member Emeritus Award” was likewise presented to Antonio R. de Joya.