Doug Hershey is Executive Vice-President of New Pig.
Direct marketers like New Pig are sometimes questioned about our mailings. What are the environmental considerations of catalogs and other paper advertising?
We take this issue seriously. Yes, some New Pig mail is immediately discarded—and eventually, most of it. We’re constantly testing new ways to communicate—including this blog, web sites, emails and more. Over time, there’s often a natural migration away from paper.
But paper still has strengths. Many aren’t ready to read everything on a screen. You have to look the big picture and the pluses and minuses.
First of all, direct mail is “junk mail” only when you don’t want it. It’s valuable when it brings you important information or savings. Our mailings have high value to many, just not everyone.
Second, you can stop direct mail that you don’t want. Believe me, we don’t want to send you mail you don’t want. You can call 1-800-HOT-HOGS® or email any time to be taken off our list, and we’ll do our best avoid picking up your name in the future.
At dmachoice.org, you can control your mail in general. It’s a program of the Direct Marketing Association (DMA, we’re members, I’m about to use much DMA data). In 2007, dmachoice.org prevented 930 million pieces of mail.
Third, mail recycling is growing. 66 percent of the U.S. has access to recycling for magazines, catalogs and direct mail paper. Now any catalog can carry the DMA’s Recycle Please graphic to help promote direct mail recycling. It’s on Pigalog® back covers.
That helps cut direct mail in landfills. It’s about 2.4 percent of all U.S. solid waste—less than you might think. Newspapers are 4.9 percent.
Overall recycling of paper is also increasing. In 2007, 55 percent of paper consumed in the U.S. was recovered for recycling, 360 pounds per person. It became boxes, pencil barrels, grocery bags, home insulation—and new paper.
Fourth, direct marketers use the least amount of paper possible. Bigger, heavier mailings cost more.
Fifth and finally, remember that paper’s a renewable resource. The wood products industry sustains forests by planting 1.7 million trees every day. Total U.S. forestland is about the same as 100 years ago despite 200 million more in population.
Besides paper, the DMA works with printers on initiatives like soy-based ink and new lighting. Big goals for everyone are to cut waste and pollution and protect the environment.
Plus stay in business! Thanks for listening. Your turn.
P.S. I’ll be back sometime soon to tell you all the stuff we recycle at New Pig.