Direct marketers angry at loss of Postwatch voice
The consumer champion’s success in defending postal users’ interests against Royal Mail’s market dominance has made it popular with direct mailers. One of the direct marketing industry’s leading voices, Edward Mutton, director-general of the Institute of Sales Promotion, has accused the Government of plotting to gag the watchdog.
He points out that promotional marketers are “very big spenders on mail”.
In October, consumer minister Ian McCartney announced plans to provide consumers with a single point of contact for a range of consumer issues. Consumer Voice, he said, would pull together the National Consumer Council, Energywatch and Postwatch into a single body which would be a “powerful and effective advocate” for consumers. It will also save money, the DTI argues – around GBP10.5m a year.
However, the direct marketing industry believes that Postwatch has done an excellent job for businesses, the biggest mail users in the UK. Royal Mail’s top 100 customers produce approximately one-third of its GBP6bn annual revenue.
Alex Walsh, head of postal affairs at the Direct Marketing Association (UK), says that the future of Postwatch will be on the agenda for this week’s meeting of Postwatch’s trade association forum. He accepts that the UK’s big business-mail users could form their own lobby group, but says any such body would be unlikely to have the same weight and visibility that Postwatch has.
