In the April edition of Target Marketing, Denny Hatch puts a different spin on the ad spots from InfoUSA. Denny's position is that as long as they make a profit, they're OK. He's addressing the negative feedback from critics who just don't like the ad concepts.

As a marketer, I agree with Denny. Hey, I'm not in any position to judge... But it's not the content I object to, it's the idea that anyone can get a mailing list of people for "free". No screening. No where do you have to submit anything for approval. With all the various privacy advocates, "do not mail" groups and environmental groups breathing down our industry, is it wise to flaunt this?

It just flies in the face of the way most list businesses work. There are approval processes, sample clearance processes, mail date approvals, service bureau approvals, list rental agreements, mail date approvals and the list goes on and on. All this to prove that we are monitoring what is being delivered to consumers.

I wonder how much of a drop in InfoUSA would see if they followed the same practices?

It seems that more and more non profits are finding the value of viral marketing. VFW has launched a DRTV campaign now available on YouTube. National Wildlife Federation has launched a few video spots as well. Non profits have long been looking for a way to tap into the younger market. This appears to be the best way yet. If not for actual donations, at least to build awareness of the organization's mission. Tremendous value there. Building for the future.