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John Jay Daly
Public Relations Pro
The Direct Marketing Association’s ‘Mail Preference Service’
Has Proved To Be A Solid PR Benefit for the DM Industry Since John Jay Daly Conceived Idea in 1970
Summary:
It may now seem implausible, but it’s safe to say that had not John Jay Daly (then in his 7th year operating the Association’s office in Washington as its senior VP)
conceived the basic concept that became “‘The Mail Preference Service” – and if the DMAW Board of Directors didn’t approve it (albeit on a divided vote) – there’s simply no telling what dire shape the direct
marketing industry would be in today. The likelihood is it would be considerably weaker.
Reason:
For decades the then Post Office Department was indifferent toward advertising mail and by no means the strong advocate it has become. Worse, since the prevailing Direct
Marketing industry practice was to mail repeatedly despite public pleas to curb it in some way, powerful legislative and regulatory forces were coalescing to restrict the unfettered exchange of names to send
unsolicited advertising messages to. Since lists are the vital bloodstream of DM, if they were constricted, what would the result be? Also, newspapers were exceedingly more hostile to this form of advertising,
viewing it as competition that could be crippled if the public’s view of “J Mail” could be made hostile by unceasing articles and editorials. After all, at that time Congress still set postal rates.
Capsule History:
On the very same day of the National Guard shooting at Kent State (4 May 1970) the US Supreme Court ruled in the “The Rowan Case” that a man’s home is his castle and
no one can send unsolicited advertising messages without his permission. It was an 8-0 decision that likely would have been worse had a ninth justice been seated. For 48-hours Daly worried and fretted, and finally,
just before he gave a speech at Chicago’s “DM Day,” he developed the essence of concept which he discussed with a few members, including Board Member Ed Condon, then of “Playboy.” Knowing it was only a working
title, Daly dubbed his idea “The Dissident Databank” based on knowledge that only a small (but highly vocal) percent of populace wanted no ad mail. If they could be placated, progress could be made.
The then president of DMA (Bob DeLay) liked basic idea, and asked Daly to explain concept and rationale to the association's Board of Directors who pondered the controversial plan. DMA Board Member John Yeck tweaked
concept, retitled it MPS and added plan to allow participants to select specific categories they wanted to receive. The BOD eventually okayed MPS but rejected idea of single national press conference at National
Press Building (where association had its offices) to launch it . Instead, using concept of “testing’ the first launch was set in late March ’71 to enable residents of Connecticut Valley to participate. This turned
out to be winning idea for we were able to gain much more attention by traveling to key markets in US and gain good public awareness. It also enabled association to perfect its pre-computer fulfillment processes
without crashing.”
More important, when restrictive legislative and regulatory proposals surfaced, Daly could personally lobby the Capitol Hill sponsors, and testify before relevant committees, that their idea was unnecessary because
the major trade association had in operation a simple, practical, workable plan to achieve the same result. MPS worked then and now although there are a few dissidents now (as then) who would just as soon abolish
advertising mail.
MPS’s success is proved by the stats and fact that it was transferable to phones and to cyberspace. The basic concept is to allow that portion of the public a relief valve so they don’t feel totally frustrated,
providing they are sincere in their desire not to receive advertising. MPS has regularly been improved as changes occurred. It’s now John’s view that due to the sophisticated use of computers that the system could
be more targeted and less blunt by being all-encompassing.
Moral:
If you face a challenging PR problem, talk to John Jay Daly of Daly Communications. His half-century of experience solving varied problems might well be the key to solving it.
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