DMA ADDS ITS VOICE TO BACK SELF-REGULATION

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Direct Marketing Association, Magazine Publishers of America, and the Promotion Marketing Association last week together testified in a presentation at the Indiana attorney general's office public hearing on sweepstakes practices. Eleven attorneys general from states including Indiana, Pennsylvania, Texas and Wisconsin were present. The DMA/MPA/PMA panel stressed its commitment to "strong industry self-regulation" according to a summary provided by the three organizations. In addition, the panel expressed a commitment to cooperating with Congress, the U.S. Postal Service and individual states "to develop appropriate, effective approaches, including legislation, to stop fraud and deception." The MPA announced the same day it had officially adopted "Guidelines for Ethical Business Practices" for members, as expected.

Rite Aid Corp., seeking a better return on investment, ended its $9 million direct mail program with shared mail ad company Advo, Windsor, Conn., and instead will run a newspaper insert campaign, via the Newspaper Network, in 58 California newspapers. The newspapers will begin weekly distribution of about

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