Re: LOOSE CANNON: WISTFUL RESOLUTIONS FOR 2002 (DIRECT Newsline Jan. 7).
Thanks for your Wistful Resolutions. As a membership consultant for environmental and conservation non-profits around the country, I appreciate your pledge of attention to non-9/11 groups, as well.
And in that vein, one addition I suggest to your list is to revive the direct marketing community’s attention to the importance of using 100% recycled paper. One source of the animosity towards our industry is the perception that direct mail is a waste of paper and destruction of forests.
Ironically, there seems to be some growing truth to that rumor. In fact, the demand for 100% recycled paper is LOWER today than it was five years ago!
At the end of 2001, Fraser Papers discontinued manufacturing its 100% recycled, elemental-chlorine-free Halopaque stock — because of lack of demand! This is the second such shut down (that I personally know of) in five years. Yet, the amount of advertising mail in America’s mailboxes continues to increase.
Yes, today most papers include some portion of recycled stock (usually no more than 20%). As a result, America’s forests continue to be clear-cut nationwide with most of those trees being ground into paper pulp.
You can help bring our industry’s attention to this problem and re-invigorate the commitment to using truly 100% recycled paper. Thank you for your assistance (and good luck losing those 15 pounds!).
Ellis M.M. Robinson
The Buttonwood Partnership
Sanibel, FL
Enjoyed your piece in [Monday’s] newsletter! I look forward to enjoying the fruits of your resolutions. Have a great year!
Jan L. Davis
TransUnion LLC.
Chicago, IL
I think your resolutions are great! Except, you don’t have to lose 15 pounds–you’re perfect the way you are.
Lois K. Geller
Mason & Geller Direct Marketing
New York, NY
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