IT’S CLEAR THAT SOME MEMBERS of the media think unsolicited direct mail ranks right behind spam as one of the 21st century’s great plagues. So what’s it going to take to get our industry to do more than just sit back while these detractors take their potshots? What has to happen before marketers are motivated to respond to actions aimed at restricting use of the mail in their businesses?
Not a month goes by that isn’t marked by newspaper or broadcast editorials urging government to deal with advertising mail in the same way it’s handled issues with telemarketing and unsolicited business faxes. Of course, those who are so eager to throw stones never take a close look at their own advertising-dependent glass houses.
What I don’t understand is the disregard many in our industry show toward these mindless
