DMA FOLLOW UP SUGGESTIONS - October 24, 2001

As you know, The DMA is proactively dealing with industry and media concerns about the impact of the nation's mail system being used for terrorism. Our aim has been to counter consumers' fears about opening their mail and to help answer our members' many questions.

The following is additional information and suggestions you might consider when preparing direct mail campaigns during this difficult time:

** In The DMA's October 18 Quarterly Business Review, as well as in numerous conversations with industry leaders, we heard consistent comments from mailers about continuing with planned direct mail campaigns. Attendees said that while some may have initially phased mailings to address concerns about mailroom backlog, they are continuing to mail, with no significant cancellations at this point.

** If you are sending samples, you may want to enclose items in a poly bag, or identify on the envelope or container exactly what is contained in the package. The use of windowed envelopes might also be helpful.

** Some mailers are using post cards in addition to the traditional mailed material as a way of alerting consumers to campaigns.

** We have also heard many reports about powder residue in various types of mail pieces. However, as you know, this is often a normal part of printing, envelope manufacturing and inserting, and does not pose a hazard to mail recipients. Normally, these processes use a cornstarch-based slip agent or talcum powder to keep material from sticking together or slowing equipment. Most companies are now limiting their use of powder.

** List suppliers, letter shops, printers and others engaged in mail production and distribution need to ensure that they have effective security operations in place. Review your material receiving and shipping procedures and ensure that they are being followed.

** We are working with the USPS to correct a misleading statement that they made in their communications to the public about identifying suspicious mail. Unfortunately, they said that mail should be viewed as suspicious if the postmark does not align with the return address-a common practice among direct marketers. We will advise as more information is available. In the meantime, you may want to talk to your postal representative.

** While there are many reasons to be concerned about upcoming mail campaigns, there are also reasons to be positive. Less travel will mean more money for gift-giving, and those not travelling will send gifts and use mail-order to avoid packing and shipping items. Consumers may avoid public places like malls, so catalog shopping may benefit. Americans are reaching out to friends and relatives, which encourages new gift-sending.

Net, there are opportunities in spite of the challenges!

In response to many inquiries from DMA members, the following is an update about how the association is working on your behalf during this critical time:

** On Monday, October 15, we issued an initial list of 13 suggestions for preparing direct mail campaigns during this sensitive time. If you missed this list, you can access it on our Web site at http://www.the-dma.org. The suggestions have been distributed by many organizations all over the world.

** To voice the industry's views, we have spoken with, and continue to do interviews with, all of the major newspapers and television networks, including the New York Times, Wall Street Journal, Washington Post, USA Today, Dow Jones, Associated Press, Reuters, CNN, CNBC, CBS, and many more.

** We are working with the U.S. Postal Service on efforts to help consumers and businesses feel comfortable opening their mail. The DMA is represented on a special USPS working group on security that has recently been formed.

** We have prepared and distributed Public Service Announcements (PSAs) for radio, which advise people to deal with mail rationally.

** We have developed a security check list and reminder memo for list and information suppliers. This information is available on our Web site at http://www.the-dma.org.

The DMA remains committed to the promotion of our mail system as a valuable and integral direct marketing channel. We will continue our work to address the concerns of the direct and interactive marketing community.

We welcome any and all suggestions you may have regarding ways to protect the $528 billion direct mail industry.

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Direct Marketing Association, Inc.
1120 Avenue of the Americas
New York, NY 10036-6700
212.768.7277
http://www.the-dma.org

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