Look who's bad-mouthing junk mail now. (Time magazine's cover story on direct advertising) (Rapp Around the World) (column)

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ON November 28, 1990 the impact of direct mail on the American consumer was celebrated in a front cover story run by Time magazine.

The editors of America's leading newsweekly gave the story prominence in a precedent-shattering way. Right there in the center of the front cover, Time inserted the name of the individual subscriber as part of the story headline. My copy of the magazine arrived with the admonition: "Hey, Stan Rapp, Don't miss our really interesting story on the JUNK MAIL EXPLOSION!"

The personalization was possible due to Time magazine's technological breakthrough earlier in the year making selective binding and selective ink-jet imaging available to advertisers. This was the first time the technique was used in an editorial context.

I've asked around to get a reaction to the glaring spotlight put on direct mail by America's most-read news magazine. During my years in the agency business, my partner Tom Collins had a favorite phrase whenever we were confronted by a startling development. Tom would ask: "So tell me, Stan, is it good news for our side or bad news for our side?"

The industry's reaction has been more favorable than unfavorable, with a great deal of attention given to the wizardry in personalizing the front cover of a national magazine. One of the most public and unfair representations of the role of direct mail in the everyday life of Americans has been left to stand unchallenged.

So I would like to record a minority opinion. The "Junk Mail" article is bad news for any company using the direct mail medium to promote a product or service or to raise money for a worthy cause. …

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