'Don't deliver list' proposed for free newspapers
Know how you can stop telemarketers from bugging you by registering your telephone number with the national Do Not Call Registry? One of the best pieces of Congressional legislation in recent memory.
Now a state legislator in Maryland wants to create such a registry for newspapers.
I think it's a great idea and California should do the same. Wouldn't it be loverly if you all you had to do is go online, type in your address, and kazaam! no more Eureka Reporters? No more Tri-City Weeklies? Such a registry would likely expedite the death of both publications, but really, who would miss them?
The newspaper industry back there in the East is lobbying against the proposed law. It argues that a "don't deliver' registry is unnecessary, because those who don't want their driveways littered with free dead-tree publications can just call the publication and delivery will cease. Yeah right. We've seen how well that has worked with the Reporter and the Tri-City.
The First Amendment/free speech argument is also being floated. If a citizen makes the effort to stop delivery of a publication she or he does not want, whose free speech rights are being violated? Having spent 20 years in journalism as a tenacious advocate for the First Amendment, I don't buy that argument at all. The telemarketers' lobby tried to make the same argument, and it was rejected.
Under such a law, a publication could pay sizeable fines if it delivers to addresses on the registry. I love the idea of Rob Arkley or Dean Singleton paying fines for littering the streets of Humboldt County with the Reporter and Tri-City. If you don't know, Arkley, owner of Security National, a locally based international company and major player in the sup-prime loan industry, owns the Eureka Reporter, and Singleton is the CEO of the parent company, Media News Group, that publishes the Times-Standard and the Tri-City.
A few years ago, the Arcata City Council considered an anti-litter ordinance, aimed at curtailing the Tri-City. This was before the the Reporter started home delivery, I believe. To the best of my recollection, the ordinance failed to get enough votes on the Council, after heavy pressure from the Times-Standard.
The Tri-City, like other weekly shoppers, is probably headed for extinction soon anyway, Craig's List playing the role of Grim Reaper. I haven't paid for a classified ad in a couple of years. I get tremendous and instant response from Craig's List, even when advertising garage sales, which I put on annually in the spring.
I plan to monitor this piece of legislation as it makes its way through Maryland legislature.
Comments
I'll be interested to see how it turns out.
Posted by: Heraldo | January 27, 2008 03:07 PM
Most responsible free home delivery products already maintain a "do not deliver list". In a well run circulation department a "do not deliver list" goes out with the bundles each time the paper leaves the plant. It is the responsibility of the carrier to pay attention to the do not deliver list. Most advertising is sold based on readership surveys. When this method is independently verified the advertiser knows who reads the product and how the product is used. If a publisher uses this method there is no incentive to print (and deliver) more papers than what will be used by the community. What is missing is a penalty if the paper gets delivered to an address that has requested do not deliver. One answer to this problem is to deliver the product through address specific US mail delivery. It puts the independent carriers out of work, but it eliminates the frustration for people who do not want to receive the product.
I think you would be surprised at how many people find products like the ER and TriCity useful. While they may not be for you and some others they do provide value to many in the community.
Posted by: BT DT | January 30, 2008 06:38 AM