In some ways, this year's DMA fall conference resembled the one that was held in Chicago in 2001.
That event was dominated by 9/11 and the anthrax attack. People didn't come because they were afraid to fly. Experts predicted the end of postal mail.
This year's crisis will not result in loss of life, but its effects on the business will be more long lasting. It can be summed up in three letters: DNC.
What else is there to talk about?
As I write this, the do-not-call uproar is entering its second month, with no letup in sight. Direct marketers who prospect by phone have been demonized, and those who don't have suffered guilt by association.
Vente just published a survey showing that twice as many people hate telemarketing more than they do e-mail.
And we can believe it's based on some of the e-mail we've received from consumers, who have probably mistaken us for the DMA or the ATA.
An unedited sample:
“Now I have the address of the organization of trailer trash which interferes with my privacy. I will also contact any advertiser with the poor judgment to use or belong to your club and inform them they will never have any of my business. I recommend you find yourself something suitable to your skill level as your useless business goes under, packing groceries maybe. The courts may protect you like they protect child molesters, but congress will have to answer to the people on the issue of privacy. 50 million Americans think you are useless.”
“Can you please get me the e-mail addresses & the phone numbers for the 2 judges who ruled in favor of telemarketers since I would like to harass them the same way I'm harassed. I bet you if I did inundate them I would get arrested so what about my rights as a citizen to privacy and peace in my own home. Do they not listen to the 50-million of us. Better yet lets all 50 million call & e-mail them & see how they feel.”
“Our Constitution was designed to, among other things, establish and define the rights of its citizens. Among these is the right of free speech. A corporation, however, is not a citizen. There is no right to free speech for legal entities. A corporation has no right to invade my privacy and I am not obligated to listen to their sales pitches. Every number I have, both mobile and land-line, is on the DNC list. I hope that the legal system in this country wakes up and realizes that my wishes, and the wishes of over 50 million of my fellow citizens, should be respected.”
It's hard to disagree with that last point, and many direct marketers don't. A new survey by Direct shows that almost 60% of its readers have signed up for the national do-not-call list.
So what's the problem, given that DMers are just as unwilling as consumers in general to be called at home by, uh, trailer trash?
The danger is that the do-not-bother idea will spread to other media — namely, direct mail and e-mail (which it already has in California and other states).
There will be serious legal challenges if Congress or some state legislature is crazy enough to try to tamper with the mail flow. Here's the bad news: there's ample precedent for a postal opt-out with the do-not-pander file.
It's hard to disagree with that last point, and many direct marketers don't. A new survey by Direct shows that almost 60% of its readers have signed up for the national do-not-call list.
So what's the problem, given that DMers are just as unwilling as consumers in general to be called at home by, uh, trailer trash?
The danger is that the do-not-bother idea will spread to other media — namely, direct mail and e-mail (which it already has, in California and other states).
There will be serious legal challenges if Congress or some state legislature is crazy enough to try to tamper with the mail flow. Here's the bad news: There's ample precedent for a postal opt-out with the do-not-pander file.
