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To say the environment is top of the agenda for the DMA is something of an understatement. Last year it signed an agreement with the Department for Environment, Food and Rural Affairs (DEFRA) which laid out the most ambitious recycling targets the industry has ever faced.
Accountability - a term the DM industry is all too familiar with - is now being rigorously applied to its own environmental efforts. By the end of next year 30 per cent of direct mail and promotions material must be recycled, growing to 55 per cent in 2009 and 70 per cent in 2013.
And that's not all. The industry is also charged with increasing awareness of the Mailing Preference Service (MPS) and improving targeting. In …