DMA responds to critics, touts effectiveness of direct mail
An international marketing trade organization recently made headlines after it sent out a message to its members ahead of the broadcast of a critical television program.
MarketingWeek reports that the Direct Marketing Association is preparing for a new BBC1 showing of "That's Britain," which will look at a new deal signed between the government and the direct mail sector. The so-called "responsibility deal" gives consumers new abilities to opt out of receiving advertising from marketers.
The show comes a few months after another BBC show, Panorama, showed a program called "Why Hate Junk Mail?" which was highly critical of the volume of mail sent out. In "That's Britain," the DMA's chief executive Chris Combermale, and the UK's secretary of state for the environment Caroline Spelman will be interviewed and hope to highlight why the sector is important.
In the email, the DMA urged members to "come together and show support for the sector when it comes under scrutiny." The organization works to support its members, many of whom rely on web-to-print to increase business.