Direct Marketing – Unwanted nuisance or useful service?
As Royal Mail lifts the cap, Philip Chadwick finds out if we will be flooded with wasteful junk.
Judging by the current barrage of negative press, the direct mail industry should be feeling more beleaguered than England football coach Steve McLaren.
And just when it thought things couldn’t get any worse, last Monday the Local Government Association (LGA) waded into the furore, which began when Royal Mail announced plans to scrap the cap on unaddressed mail (PrintWeek, 3 August). Reports suggest that the LGA’s chair, Lord Bruce-Lockhart, had written to the Royal Mail arguing that such a move could leave council tax payers facing larger bills.
The LGA indicated it had ‘grave concerns’ about the plans, which would cause ‘unnecessary rubbish’. It claims 78,000 tonnes of ‘junk mail’ reach landfill sites each year and the cost of disposing waste has risen in the past year by pounds 205m.
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