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In earlier columns I've said that mail is under attack in the media and in several state legislatures by those who are striving mightily to reduce direct marketers' option to use it as a business medium. I've discussed the myths behind their arguments, and given readers some suggestions they can use to fend off this disinformation. Now it's time to turn the spotlight on marketers.

Our most vocal critics often raise good points that can be disregarded only at some peril: for example, certain businesses and charities that repeatedly mail solicitations to addressees who no longer are alive. It bothers survivors greatly to receive mail that's addressed to a recently deceased loved one. Occasionally the mailings are directed to addressees who have long since passed. That not only angers survivors, but lends some credence to the charge that DMers mail by shotgun rather than targeted marketing.

In a number of instances, the call to limit the right to send mail without constraints stems from problems created when mail goes to adults who have lost the ability to reasonably evaluate materials they receive. One example would be Alzheimer's patients who order an endless number of products.

Then again, some complaints arise over multiple receipt of the same catalog or offer when only one is called for. This certainly will trigger the knee-jerk comment that DMers are wasteful mailers, and that advertising-mail rates should go up to curb unnecessary mailings.

Now, I'm aware that even businesses that maintain the best marketing practices may have to deal with one or more of these problems. I also know that consumers don't fully understand why mailers do what they do, even if there's a solid, defensible reason for it. But what I know or understand is irrelevant. The difficulties brought about by such matters originate from those who receive our mail, and it's their opinion that most commonly resonates in the ears of public policymakers.

I have no neat, easy solution for this dilemma. But clearly it's an issue begging to be addressed by some of the better marketing minds in our industry.

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GENE A. DEL POLITO is president of the Association for Postal Commerce (PostCom) in Arlington, VA.