“Industry falling standards” - Direct Distribution article
In early April the last death throes of an independent industry standard were heard. QMP, established in the late 90s, it was announced was closing down as an industry standard accreditation scheme. The reason for the closure was the removal of industry funding by Royal Mail. They decided after an industry consultation, to no longer use QMP as a gateway, to the Royal Mail Mailing House commission scheme. Instead they would use their own set of criteria, established and determined, by Royal Mail, to determine payment qualification. In essence Royal Mail has turned gamekeeper and poacher, in one fell swoop. This very move will undoubtedly attract the regulator’s (Postcomm) attention.
The implications for the direct marketing industry and the wider communications industry are not good. In essence, the much heralded self-regulated industry has thrown and discarded one of its well established independent industry standards. What do you think; David Milliband’s reaction is going to be? It sends all the wrong messages to government, consumers, clients and all key stakeholders. There are rumours that DMA has something in the offing but the announcement is not forthcoming, nor the engagement with key stakeholders.
There is some light in this desperate situation. MCA members established over many years an effective code of practice, which they apply to their business and dealings with clients, operators and suppliers alike. This code operates effectively and gives key stakeholders confidence in the mail consolidation process. In addition MCA members worked very closely with the PPA on the International Mail Consolidators: Best Practice Guide for Magazine Publishers. This best practice guide adds to the efficacy of the operations, giving users real trust and confidence.
MCA members can take up this void in standards created by the demise of QMP, to really reinforce the power, strength and industry role performed by the MCA code and the PPA Best Practice Guide.
It demonstrates in one important part of the communications process, industry standards have not been forgotten.
In the near future there will be undoubted hand wringing and blaming of the demise of an industry standard. There is solace in that the MCA code can sit well as an established working industry code, which is not about to be discarded and can be used as a future framework in collaboration with the PPA Best Practice Guide.
David Robottom D&S Consultants Ltd 18th April 2007