Plans for Whatsmailing.org on Hold

Share this article:
An effort by direct marketing agency Devon Direct Euro RSCG, Berwyn, PA, to create and sponsor an industrywide Web site for verifying e-mail has been temporarily shelved.


Called www.whatsmailing.org, the site is meant to allay consumer fears over opening direct mail in the wake of the anthrax scare. As an online registry, the site would confirm the integrity of unsolicited mail received at home and office.


But the burgeoning number of anthrax cases nationwide has put plans on hold.


"We've all become aware of new developments at some of the nation's postal facilities," a note on whatsmailing.org said. "It is now apparent that verifying the source of a letter or package is not sufficient enough to aid the public in making its decision about the integrity of mail items.


"In light of the developing situation," the statement continued, "we are reassessing whether the What's Mailing registry, as originally conceived, retains its value to the public as a vehicle designed to increase confidence in unsolicited mail. As a result, we have suspended the registration process."


As envisioned, the registry would have listings from member companies of the Direct Marketing Association and the American Association of Advertising Agencies. About 4 million people work in the nation's direct mail industry, which last year generated $528.5 billion in sales.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Ricoh Strikes a Blow for Multichannel on a Small Scale

Ricoh Strikes a Blow for Multichannel on a ...

The company introduces a creative service to help print shops augment direct mail with email and pURL landing pages.

Delivered: Insurance Mailers

Delivered: Insurance Mailers

What's in our mailbox this month: Insurance mailers. See which ones cover all their bases—and which ones, not so much.

Marketing Challenge: Defending Direct

Marketing Challenge: Defending Direct

The new CEO wants to cut direct mail because of postal increases—even though DM is great for ROI. What would you do? Email your answers to ginger.conlon@dmnews.com by June 30 ...