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Other publications and mail-order houses routinely duplicate that last offer. But by the time a written demurral is processed, consumers may find that their names have cropped up on several new lists. One much needed reform would be for direct mailers to provide adequate time for customer-deletion requests to roll in before rental lists roll out.
The intriguing, enticing, exasperating mountain of direct mail is not about to go away. The fact is Americans like it too much and find it too useful. After all, while a trip to a junk-free mailbox might be less irksome, it would also be less helpful and interesting. The challenge, for senders and consumers alike, is to look hard at the flood of third-class communication and find ways to maintain the dialogue at a reasonable pitch.