The GreenPiece

1. Make a New Year’s resolution

As if hit by a green tidal wave, many direct mailers feel overwhelmed by the new information. Fortunately, the DMA helps with two significant resource materials. First is the DMA Environmental Resource for Direct Marketers (www.the-dma.org/environmentguide), updated in 2004 and available for download from its Web site. “If you want to educate yourself on what’s happening and what’s being discussed and what the issues are, the appendix in that book will give you endless armchair resources,” says Meta Brophy, director of publishing operations at Consumers Union and a member of an action committee that helped produce the book.