Direct Marketers Begin Initiative to Boost Paper Recycling

The Direct Marketing Association launched an initiative that aims to increase consumer recycling of catalogs, direct mail, and other paper-based products.

According to Robert Wientzen, president and CEO of the DMA, the group is working with the American Forest and Paper Association, as well as other groups, to reach a paper recovery goal of 55 percent in the United States by 2012.

"Toward that end," Wientzen said, "I am pleased today to announce that The DMA is launching a new program called RecylePlease, which has two key elements."

In unveiling the RecyclePlease program, Wientzen said The DMA had worked, throughout the past decade, to address the misperceptions about catalogers and the environment while encouraging our industry to commit to more earth-friendly practices. "We were successful, and, the issue faded somewhat by the late 90’s," he said.

To help steer members of the DMA in developing a cohesive recycling approach, the association established an Environmental Advisory Committee. "With the committee’s help, we’re wrapping up work on the third edition of The DMA’s Environmental Resource book, which we plan to publish early this summer."