Business Outlook 2003
But as we learned from TransUnion's valiant but less-than-fruitful stance against the FTC on the use of credit header data for marketing purposes, standing up against privacy legislation is costly, and doesn't necessarily win favor with consumers.
"We [have gone] to Scholastic and organizations like that and said, 'Would you invest in trying to fight this bill?'" explains Rossi. "[And they respond,] 'We don't want to be up-front, we don't want to be misinterpreted as being against privacy.' What can you do?"
According to Tom Wicka, executive vice president-sales, The Instant Web Cos., marketers and vendors in Minnesota recently banded together to fight additional taxation. He feels the tactic could work in the privacy arena.
"It was done grass roots; it was done company by company, president talking to president," Wicka offers. "I will give the associations credit for allowing them to have access to resources, to phone numbers, information, data."
So perhaps the most pressing issue is devising a plan for making legislators more aware of the benefits of this industry, to prevent laws that will keep us from doing what we do best.
"Perchance the model is to let each president or its company be the agent," suggests Experian Marketing Service's vice president of postal and industry services, Dan Minnick. "The DMA can provide that cohesive, coordinated plan, because I think 2,000 or 20,000 independent voices hitting the Hill is not going to have the same impact as a coordinated chorus."
Prediction #2: Postal Crisis Postponed
As Postmaster General John Potter outlined postal reform initiatives at DMA Annual, our panel of industry experts discussed, lamented on, and forecasted the future of the U.S. Postal Service (USPS)—and how it will affect marketers.
Potter stressed during a keynote session that his short-term vision of postal improvement hinges on four goals: reducing costs, improving service, changing the rate-making process and enhancing products and services to expand the business.
- San Francisco