Bill to Stop Advertising Mail Would Destroy NC Businesses and Hurt Consumers

A bill recently introduced in the North Carolina General Assembly would destroy the business my wife and I have built over the last 20 years.
Not only would it destroy our business, it would impact over 103,000 jobs that are directly tied to the advertising through mailing industry and hurt many small businesses in the state. It would also impede the free flow of information to consumers.
The bill, House Bill 1699 introduced by Susan Fisher of Buncombe County, is titled “Option to Stop Junk Mail.” If enacted, the bill would effectively shut down all bulk mailers in the state – except, of course, for political advertising.
Advertising mail, commonly known as bulk mail, plays a critical role in the success of our country’s businesses, large and small alike, as well as nonprofit organizations. It allows small businesses to reach out to customers with information targeted to that customer’s interests.
Consumers appreciate the savings from special offers, coupons, and notices about new local businesses and services. According to the Direct Marketing Association, advertising mail contributed more than $660 billion in increased sales in the U.S. economy. Without the ability to advertise directly to consumers through mailings, businesses would see a major impact on sales and profitability.
The United States Post Office also relies on advertising revenue. For instance, my postage bill in October was over six figures!
Not only would my business suffer if this bill becomes law, but the graphic artists, printers and list brokers I work with would also be hurt. My clients would have their ability to advertise cost-effectively compromised since only direct mail allows them to precisely target their audiences. The people who supply my equipment would also feel the consequences. Multiply this by hundreds of individuals and organizations and you can see the potential impact of a bill.
In short, this bill is overkill. According the definition of a bulk mailer – a person that sends out “substantially similar pieces of mail to 25 or more postal patrons” – people sending out Christmas cards would fall under the bills harsh provisions.
No direct marketing business wants to waste resources contacting people who are unlikely to buy their products or services. The Direct Marketing Association already offers an easy-to-use “Mail Preference Service” at www.dmaconsumers.org that can reduce the amount of mail consumers receive by as much as 80 percent.
For credit cards, consumers can stop all prescreened credit offers by calling 888-567-8688 or going to www.optoutprescreen.com.
I encourage all readers to send a letter to their representatives to protect consumers and NC businesses. Let’s make sure this bill does not become law.