Any and all comments are greatly appreciated and every post has a place where you can add your comments, thoughts, agreements, or disagreements. Occasionally comments come directly to me, and I'd like to share one that I received yesterday regarding the post containing a list of paper procurement ideas from ForestEthics and my response below:

Gail, I have read several of your articles and think you are doing a great job of informing our industry of issues and ideas to become better stewards of our resources. While I agree with many of the ideas presented, I am disturbed about the most recent article with the link to the ForestEthics web site. This group is trying to do some good things by promoting FSC paper, recycled paper and sustainable practices. At the same time they are also spearheading the campaign for the "Do Not Mail List". If you read the recent posts concerning mail volume, you will see it is decreasing and is not expected to increase as our industry fights for marketing dollars.  The public perception is that printing is bad for the environment because we use paper. I believe  referencing  this group can be more damaging to our already fragile industry and by doing so you are disrespecting the very audience you are targeting. "What They Think" is supposed to be an informational site for printers. Not against them. I would like to know your thoughts on this issue. Sincerely, Todd

Todd, I try to select information that would be helpful to our readers without endorsing any organization. I felt that the procurement information that Forest Ethics provided is helpful. I also agree with you that the “Do Not Mail” initiative is misdirected. Where we might differ in opinion is that I believe we DO need to cut back on mailing what many people love to refer to as “junk mail.” After nearly 6 years with the USPS, I still cringe when people use that term to mean “bulk business mail,” as I was taught to call it. I do believe that there are companies sending “junk” and I have my own definition of mail that is junk:

Mail sent to the wrong person at the wrong time, with the wrong offer at the wrong price; or it is illegal, immoral, or offensive.

Direct mail it has great value and is a key element of a balanced marketing mix. However I expect that volumes will continue to go down so it is important that we help our customers mail better, to the people who really want it. That involves better analysis of mailing lists, better targeting of messages, and providing the means for people to tell us they don’t want it. The DMA Mail Preference List has been available for a long time; unfortunately it hasn’t been used effectively. It’s a program that allows the industry to manage itself and provide “opt out” opportunities and we need to encourage its use. I have the greatest respect for printers who have had to deal with rapidly changing technology, a changing market, and steadily rising costs across the board. It’s a tough place to be; yet I know a lot of dedicated, hard working people who are not just surviving but thriving through it. Thanks for your note. Gail