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MediaBuyerPlanner: More than a dozen states are considering do-not-mail lists and, if passed, residents in states like Colorado will be able to sign up for a list and be free of unasked-for mail solicitations forever.
The proposed legislation is just another sign that consumers are rejecting marketing messages being thrust at them when they are neither wanted nor relevant, writes AdAge. In the age of pop-up blockers, TiVo - which users use to zip past ads - and the do-not-call list, which at last count had 139 million names on it, it has become clear that consumers want nothing to do with marketing that is irrelevant and untimely.
The Direct Marketing Association and similar groups are fighting for their rights to market, and will continue to do so. Jerry Cerasale, senior vp of the DMA, is laying out reasons ranging from unconstitutionality to economic impacts on both the $900 billion direct-mail industry and the Postal Service, if a do-not-mail list were to pass.
"It would be hard on the economy," he said.
Pete Blackshaw, chief marketing officer of Nielsen BuzzMetrics, believes that it will probably get worse before it gets better. "We've reached this perfect storm of consumer power and advertising intrusion." He believes that, with marketers "continuing their siesta of indifference or inaction" the outcome will be regulation, and the next election cycle, coupled with a Democratic-controlled congress, will likely accelerate overtures for oversight.
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