REaD Group and Postal Preference Service collaborate on opt-out data service

The REaD Group is risking the wrath of some sections of the direct
marketing
industry by linking with the Postal Preference Service (PPS) to provide an
opt-out data service.

The move comes in the same week as the Office of Fair Trading launches a
formal investigation into Royal Mail’s involvement in PPS, which could
delay
the launch of the controversial service.

The REaD Group was chosen because of its experience of handling negative
data
and data suppression. The company believes its involvement will bring the
PPS
and Royal Mail closer to being able to fulfil the scheme’s promise to
consumers.

But REaD’s partnership is likely to upset some sections of the industry,
after
Mark Roy, group managing director, offered to arbitrate in the dispute
between
Royal Mail and DMA (UK), (PM, December 4 2000).

Roy says: “When we intervened to try to solve the controversy surrounding
PPS
they asked us what the solution was. We felt there was a good synergy
between
the PPS and the REaD Group and that our viewpoints were the same. This
partnership is a joining of philosophies.”

Roy admits that before the talks began, he had been concerned with the
controversial way in which the original PPS mailing had been created.

“Some of our principle concerns did relate to the PPS copy and creative,
but
we wouldn’t have entered into a partnership without assurances they were
committed to prioritising the interests of consumers. The next mailing
will
see a change in the copy and creative.

“We feel the combination of Royal Mail, PPS and the REaD Group will bring a
degree of credibility to a service that, up until now, has been
controversial.”

@RT PM200102160002

ISSN 0955-0836; Page 1

Copyright 2001 Centaur Communications

(c) 2001 Resp. DB Svcs. All rts. reserv.
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PRECISION MARKETING, 16th February 2001