
In January, 2008, I filled out a web form on a publisher page asking to be removed from their print mailing list. I didn't get a response, so in April, I filled out the form again and asked for all the addresses associated with this single library (former librarians, the library itself, etc.) to be removed, and this time they confirmed that those would be removed. From the January date on, I decided to save all the junk mail from this single publisher. In a 4 month time frame slightly over a foot of junk mail arrived here that was never opened from one publisher...not even a large publisher. Oh, postage PAID - oh, well hell then, no big deal! Maybe if this publisher mails out 9 cubic feet of printed new book announcements in one month, this library will buy 7 of their books instead of 6. It's really worth it, isn't it? Gotta sell!! What doesn't get recycled ends up in land fills. Bloomington Indiana doesn't even have a functional land fill anymore.

You know what we do with our garbage? We put it in trucks and drive it to Terre Haute, Indiana, 61 miles away. So don't talk to me about low cost marketing and postage paid - postage
ISN'T friggin paid (or rather, let me be fair, you haven't
FINISHED paying for postage...I have your fine pieces of paper in my hand, you generated this, now kindly dispose of it. Oh, this mail comes from New York - why,
New York and New Jersey have terrific records and experience dealing with garbage...this should be no problem!) How do I know it's not all paid for? Because every week I hand over cash at the grocery store in order to obtain little rectangular yellow stickers...but why would I want to do that? Because without putting these yellow stickers on my garbage can, nobody's taking away my garbage.
Publishers, let's try to get on the same page in terms of how you alert people to your fabulous new books, and librarians, particularly new librarians attending conferences this summer: please take an interest in what you allow to be mailed to you as you talk with our friends in the publishing world. Blindly mailing out paper advertisements (probably quite often to dead people, and people no longer at the target address) is really stupid - it's like flicking boogers at the prospect of establishing an advanced civilization.
Labels: green marketing