The More Things Change...

Share this content:
Funny how issues that direct marketers grapple with today mirror those from five, 10, even 20 years ago. Instead of trying to summarize the last 1,000 years -- or even the last 100 years -- in DM, let's go to the back issues of DM News for some headlines from yesteryear.

"New Rate Case Hinted for '95" (Dec. 26, 1994): "The U.S. Postal Service could be forced to seek its second rate increase in less than a year if the incoming Republican-controlled Congress orders the prepayment of postal-worker healthcare costs." Nothing new there. We can expect a 2001 rate case to be filed with the Postal Rate Commission just after the first of the year, and Periodical and Standard-A mail rates may see an average increase of more than 10 percent (Nov. 22, 1999).

"PCH Rewords Its Sweepstakes Copy in Settling a Dispute With Texas" (Nov. 15, 1989): "Publishers Clearing House has begun reworking its sweepstakes mailings to instruct consumers who don't buy magazines where they can write to continue receiving the solicitations." President Clinton and Congress have set new sweepstakes marketing standards with the Deceptive Mail Prevention and Enforcement Act, which goes into effect in April (Dec. 20, 1999).

"Fireworks May Erupt at DMMA Meet" (Oct. 15, 1979): "There is a wide diversity of opinion, but there is an unanimity on the fact that standards should be spelled out and that, if anything is to be done about this, the List Council meeting will furnish the time and the place to launch a movement." Well, Congress and our next president will set the standards now. Presidential hopeful Steve Forbes lobbed the first shot with his Orwellian attack on marketers and personal information (Dec. 20, 1999).

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above