If ever there was a subject that would lead to a heated argument - junk mail would certainly be first cab off the rank.
Some people love it. Most people hate it - and in between we have those that skim through the daily pile before consigning it to the recycling bin.
It certainly creates a third world vista when it is uncollected and left blowing about the street and front yards of unit blocks and housing estates.
If it is so unpopular - why do advertisers continue to use this medium - and why isn't there a backlash from disgruntled people who refuse to buy their goods in retaliation for it's use ?
The answer is simple - because it works !
Advertisers carefully collate sales figures that can be directly related to their advertising methods, and on a money for return basis direct junk mail is a worthwhile investment.
It also has certain advantages over newspapers, television and radio. Individual streets can be targeted to promote a particular shop location and the specialist products they stock.
It is particularly handy to alert people to a new innovation established in their area and to concentrate the sales message for a cut price service that will only be available for a short time in that location.
It seems junk mail is here to stay. The obvious answer is to sit back and enjoy it. At least it brings some comfort to the housebound by bringing shopping to their letterbox - and it is a welcome source of income for the army of delivery people !
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