I believe Steve Lacy’s excellent speech at the Direct Marketing Association’s Circulation Day wasn’t given proper coverage in your publication (“Meredith Exec Discusses Consumer Control at DMA’s Circulation Day,” Feb. 7).
Though Mr. Lacy’s speech did cite consumer control as a central theme, he also eloquently addressed the need for integrity in business practices and even more importantly in circulation. In this era of ever-changing ABC rules, the proliferation of unscrupulous agent sources and the numerous other challenges facing circulation professionals, Mr. Lacy’s call for integrity from this sector of direct marketing should not be ignored – it should be embraced and applauded.
If more direct marketing professionals modeled their business practices after esteemed colleagues like Mr. Lacy, I seriously doubt we would be dealing with as many hurdles as we are today.
Rob Odri, Client marketing manager, American List Counsel Inc., Princeton, NJ
