MPA rips USPS ad

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Magazine Publishers of America is blasting a print ad from the U.S. Postal Service that promotes direct mail while criticizing magazines. In an ad that ran in The New York Times on Oct. 21, the postal service said, "Magazine reps love to talk about how targeted their circulation is. But the fact is, you still pay for an amazing amount of waste--30%, 40% or even 50% of the readership is likely to be people you don't care about."

According to MPA President Don Kummerfeld, "USPS marketers would be better off concentrating their message on how effectively and efficiently they are trying to deliver the mail, rather than attacking one of their major customers." A second ad in The Wall Street Journal on Oct. 22 also raised the MPA's ire. "While considerably less offensive than the earlier [ad in The New York Times], it attacks print advertising `clutter' while ignoring the clutter of TV and radio advertising as well as the clutter in the mail box," Mr. Kummerfeld said.

Copyright October 1996, Crain Communications Inc.

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