Word: junking
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Dates: during 1990-1999
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Despite the scorn the pitches often elicit, there are indications that consumers don't mind the junk deluge as much as they sometimes say. A national survey released last June by Equifax found that direct-market mailings stimulated 54% of all Americans to make at least one purchase. One of every six Americans has made six or more purchases through the mail. By contrast, only 15% have bought at least one item through TV home-shopping clubs, and only 14% have responded to telephone solicitations...
...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...
...first worry: the Time Inc. Magazine Co. is one of the largest direct- mail generators in the world. Since the proliferation of what its detractors call junk mail is clearly controversial, why call attention to a practice in which our parent company is deeply engaged...
...editors weighed these concerns, and then acted in a TIME-honored way. They ignored them. The phenomenon of the amazing growth of junk mail is a large, interesting and significant story. Yes, as is so often the case in this era of large, diverse communications companies, the discussion strikes close to home, but editors must go about their business. That's what our co-founder, Henry Luce, had in mind when he decreed decades ago that we should maintain a separation of "church" (the editorial side of the magazine) and "state" (the business side). So our editors, with what...
BUSINESS: Dress it up as direct mail or denounce it as junk, Americans love the wash of third-class tidings as much as they say they hate...