Magazine article Editor & Publisher

Direct Mailers Organize to Fight Anti-Junk Mail Forces

Magazine article Editor & Publisher

Direct Mailers Organize to Fight Anti-Junk Mail Forces

Article excerpt

Worried that "Do Not Mail" laws may catch on nationally on the way "Do Not Call" did, the Direct Marketing Association (DMA) and other mailing and fulfillment businesses are fighting back with a lobbying group called Mail Moves America.

The organization, formed over the summer, solicited printers support at the Graph Expo commercial-side equipment show that concludes Wednesday in Chicago.

Aimed at what Graph Expo's Official Show Daily called "Mail Haters," Mail Moves America intends to head off at the pass the growing number of bill introduced in state legislatures to permit residents to opt out of getting junk mail -- or, as the direct mail industry calls it, marketing or advertising -- in their mailboxes.

DMA noted with alarm that in 2006 four "Do Not Mail" proposals had been filed in four states. So far this year, there have been 18 bills introduced in 15 states.

In a message to direct mailers earlier in the summer, DMA President and CEO John A. Greco Jr. said the association saw "stirrings at the state level of what we believe will be a long-term, concerted national effort to limit advertising mail."

The "well-financed" opposition to unsolicited mail "is being driven by environmental, privacy, and consumer groups who often distort the facts in their efforts to eliminate advertising mail to consumers," Greco added. …

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