PPA Attacks EC over Mail Order

By Beale, Claire | Marketing, November 4, 1993 | Go to article overview

PPA Attacks EC over Mail Order


Beale, Claire, Marketing


Traditional mail order advertising, magazine subscription sales and readers offers could all be killed off if the European Commission gets its way next year, the publishing industry warned last week.

The Periodical Publishers Association is calling for an urgent meeting with the EC and UK Government in a bid to halt a proposal that could shave millions in revenue off the publishing industry's balance sheet and cripple an entire field of advertising.

The problem is the proposed EC distance selling directive.

The directive prevents any direct mail advertisers from demanding payment of products in advance of their delivery.

But for many small businesses, payment in advance is integral to the way they operate.

If the mail order industry was crippled this could have a fatal knock-on effect for the publishers themselves, says the PPA.

"There's a real ignorance of the far-reaching effects on magazines and consumers," says Peter Dear of the PPA.

Many specialist consumer magazines are funded almost exclusively by mail order advertising.

"There's a real possibility that some magazines will be forced to close," adds Dear.

And newspaper revenues could be equally under threat. Just under 10% of all newspaper ads are mail order, and the direct marketing mainstays such as collectibles and book clubs occupy the bulk of colour supplement advertising pages. …

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