plates we maintain.

And for those names we throw out, there would be no business mail at all-information, education, economic, or otherwise.

It would, indeed, be quite an "impact."

Now I would like to tell you something about the other side of the river-what mail means to me as a private citizen, and to many other citizens who live where I do in Bergen County, N.J.

I am a member of Temple Sinai, a local Jewish congregation of 350 members in Tenafly. Just 7 years ago when this temple was first formed, the congregation was less than a dozen and had no permanent place or worship of their own. But. it did have a strong purpose: to unite its membership for action to build a temple, while instilling friendship and cooperation with all other faiths in the area as well as the whole community.

Through 7 long years of determination and hard work, Temple Sinai accomplished both these goals, aided tremendously through use of the mails. Although operating on a rock bottom budget, Temple Sinai managed to send periodic public relations newsletters keeping the entire membership and the community abreast of building progress as well as cooperative activities with other faiths. Other mailings were made thanking the community for all its support, and pledging the temple's continued interfaith cooperation and friendship. Because of this activity, the New York Journal American called it “A lasting symbol of brotherhood" in a feature article which said:

"It will be a point of pride to the town-now and always-because the temple, when completed in June, will be a lasting symbol of brotherhood in action-of Christian and Jew working together in the name of God." To accomplish this work required the availability of low-cost continuing communication by mail, where postage rates were a major budget consideration.

It is highly questionable whether this effort and its result could be duplicated by Temple Sinai today in face of higher postage rates, and even higher ones in the offing. But I mention this local religious case history because I am sure Temple Sinai shares the same position as thousands of other houses of worship of all faiths. And once again I would like to point out that the most important part of my Temple's direct mail activity was its informational, public service concept-not merely fund raising.

On the commercial side of the fence where I live are the local small merchants. Many whom I know are fighting for survival to stay in business. This is particularly true in the neighboring city of Englewood, a town of about 30,000 population where "Store for Rent" signs are a familigr sight on the main shopping thoroughfare of Palisade Avenue. While my personal knowledge of Englewood is local, what's happening to these merchants on main street and why is definitely national. For years Englewood was the major shopping district for Bergen County's Northern Valley area. Then came the giant highway shopping centers with two of the country's largest locating in the center of my county. Their attraction is not only size and variety, but also shopping convenience underscored by huge parking availability. The lure had a serious effect on many main street merchants of Palisade Avenue in Englewood.

But in the past few years, these merchants have been fighting back * * * with cooperative action spearheaded by direct mail. Thirty of Englewood's hardest hit retailers formed the Guild of Englewood Merchants, with their initials GEM forming the local GEM plan. With the help of a local advertising agency, the GEM plan offers local customers credit cards by direct mail which are good in all 30 member stores. Seasonal and other promotional mailings are made to the 50,000 residents living throughout the trading area.

This cooperative mailing action is helping many of these hard-hit merchants hold their own in a highly competitive retail area. Increased postage rates would undoubtedly cut back this activity, once again putting these merchants' business future in jeopardy.

Frankly, I wonder how many other local main street merchants across America are trying to organize for similar action * * * dependent upon direct mail. And I wonder about this because of the Government's own dependency upon mail to help solve this and many other problems confronting small business today.

In the summary report prepared by the U.S. Commerce Department for the President's Conference on Technical and Distribution Research for the Benefit of Small Business, I notice that there are well over 300 various publications available by mail from many departments of government. In the foreword to this catalog, Harry W. Ketchum, director of the Office of Distribution says.

"*** such materials are used extensively by trade associations, educational institutions, trade papers, market research agencies, and consulting firms who, in turn, provide valuable services to small businesses toward the solution of their distribution problems."

This brings up the point that the U.S. Government itself is heavily engaged in commercial direct mail activity to disseminate information and education. This is certainly true of the Superintendent of Documents and the Government Printing Office, which are the largest publishers in the world * * * producing and selling millions of publications by mail on every conceivable subject. No commercial publisher I know ever had such best sellers as the Government booklets "Infant Care," "The Child From 1 to 6," and many other publications in all fields of interest. Now I have not seen the latest report of the Government Printing Office, but I do know as a matter of historical record that when John Defrees was appointed as the first Superintendent of Public Printing in 1861, only about $700,000 worth of Government printing was done each year. But through increasing awareness of the importance of disseminating information to the public by mail, this public printing budget has grown over the years to a point where it is truly tremendous today.

And this government awareness of the importance of mail communication is not only in the area of informational booklets that are sold. Specifically, I would like to draw your attention to the recent census *** where for the first time in its history, advance mail questionnaires were sent to every household. These questionnaires may well have been the largest single mailing ever undertaken by anyone in this country. The method by which they were distributed is most interesting to my business, because they were delivered with no printed name or address required *** as postmen simply left one at each household along their routes.

This was the very same "patron mail" which was denied our medium some years ago because of its "postal irregularity." But regardless of this fact, it has been announced that these questionnaires handled with a maximum economy business and industry would like to enjoy--will save the Government millions of dollars in the time required to complete the census. And, of course, to all taxpayers such as myself this is highly desirable.

It is also desirable to see that our Government representatives such as my local Con ressman in New Jersey are making greater use of direct mail to both inform their constituents and carry out their wishes. I am referring specifically to Representative Frank C. Osmers of New Jersey's Ninth Congressional District in which I live. His periodic Washington Report newsletters mailed to New Jersey constituents keep them well informed on his legislative activities here in Washington. And every year the more than 50,000 of us in his district receive an Osmers Questionnaire. This year's recently arrived in the mail asking us to tell him how we felt on 13 current leading issues *** ranging from the presidential elections to southern lunch counter sitdowns. As our county newspaper, the Bergen Evening Record, says of Osmers' direct mail effort:

"Several of the questions have aroused attention in Washington and the replies thereto are being awaited with great interest. The broad scale congressional questionnaire technique was first developed and used by Congressman Osmers 6 years ago. Many Senators and Congressmen have since adopted this form of opinion sampling."

In addition to this excellent government public service activity where I live, local government, too, makes a wide use of direct mail in the public interest. Tenafly's new school construction and administration, its proposals for a new town hall and library and many other civic affairs are detailed in mail communication to all residents. And in neighboring Englewood, where a proposed urban renewal program is getting underway, residents have received an outline of the city's master plan and what it hopes to accomplish. And on a countywide level, I cannot help but notice that the sample ballots I receive from the Bergen County Board of Elections prior to New Jersey elections are not franked *** but bear the familiar "bulk rate" permit indicia.

From all departments of Federal Government right down through State, county, and local government, there is no denying the wide use of public service direct mail that is necessary to create a better informed citizenry and a better public administration. And I submit that if the direct mail budgets of all these levels of government were drastically slashed, it would have the same effect on good government as increased postage rates would have on private business and industry.

In both cases, the public would be denied the important communication of information, education, and inspiration so necessary toward building a better America.

I believe you could confirm this, not from what I have told you about my own business and hometown experiences alone, but from hundreds like me who share the same interest in public service mail as mine. Among those I know specifically are the 96 member firms of the national, nonprofit Business Mail Foundation, for which I serve as vice president. Included in its nonprofit projects, the foundation is actively engaged in efforts designed to help civic and other public service organizations make more effective use of the medium of direct mail. One current effort is a complete portfolio of materials sent to women's clubs throughout the Nation. *** to help them plan, organize, and expedite direct mail for increasing their membership as well as to promote the many well-known projects undertaken by these local clubs on their community's behalf. This portfolio is currently being used by more than 300 of these women's clubs in all parts of the country.

The Business Mail Foundation also lends continuing informational and educational support to other major users of public service direct mail. The importance of direct mail to these many users can be seen by just a few of hundreds of letters received by the foundation:

"We have emploved direct mail in our fund-raising activities to support nonsectarian camp at Spring Valley, N.Y., and our recreation center in Manhattan for orthopedically handicapped children. We have found that direct mail reaches a variety of groups quickly ***."-Martin Nahm, communications manager, New York Philanthropic League.

"Direct mail is our most important single channel of communication to Government leaders, the clergy of all faiths, libraries, researchers, and, of course, our own membership. Consequently, our mailings run well into the hundreds of thousands each year."-Leonard Sussman, executive director, the American Council for Judaism.

"We visualize our direct mail as being a combination of education and fund raising. Therefore, the continuing regular income which the federation and many other welfare agencies throughout New York secure from direct mail is the backbone of our campaign. Our mailings have reached 35,000 approximately six times per year. We are a federation of 223 health and welfare agencies serving the Greater New York area."-David L. Davies, director of fund raising, Federation of Protestant Welfare Agencies.

"The national organization is, of course, in constant touch with the local units of the organization. * * * Three times a year we send a package of information and promotional material to our more than 1,000 councils. In addition, there are inevitably many special mailings."-Mary J. Shelly, public relations director, Girl Scouts of the United States of America.

These direct-mail users are typical of hundreds of public service organizations all over the country who would be seriously affected by increased postage rates. And this, too, could be confirmed, I am sure, if you could talk personally with the many direct-mail production organizations like mine which help both nonprofit organizations as well as business firms prepare their mail. Among the many large and small direct-mail production services located in every area of the country are 970 firms who are members of the Mail Advertising Service Association International, for which I serve on the board of directors.

Like Circulation Associates, all of these 970 firms are, of course, commercial enterprises. But along with many others in our business, we like to feel that we, too, are contributing somewhat to public service through mechanical as well as educational liaison between the Post Office and countless business mail users. Traditionally, Circulation Associates and its many MASA contemporaries have always extended as much cooperation as we possibly can toward helpng the Post Office solve its mail sorting, handling and delivery problems. This cooperation is not only in many preparations of diversified mail before it reaches the post office, but also in continually educating business mail users of all sizes and types to the constantly changing and often confusing regulations, requirements, and preparation practices the Post Office would like all business mailers to follow. This interindustry education helps mailers avoid errors which cause costly bottlenecks at the post office-slowups that are undoubtedly accountable in the postal deficit. Besides creating a wide range of periodic bulletins and news letters to keep mail users informed of more efficient mail preparation procedures, one of the most vivid examples of how our industry helps the Post Office in its educational efforts was demonstrated just last month during Direct Mail Day in New York. Similar to other Direct Mail Days held in major cities every year, this annual event has been sponsored for 27 years by the 175 major lettershops who are members of

MASA's New York chapter, who represent nearly 10,000 skilled direct mail production workers. Direct Mail Day in New York is also actively supported by the following cooperating organizations:

Advertising Club of New York.

Advertising Federation of America.

Advertising Typographers Association of America.

Advertising Women of New York.

American Association of Advertising Agencies.

American Institute of Graphic Arts.

American Pulp & Paper Association.

Associated Printing Salesmen.

Associated Third Class Mail Users.

Association of Advertising Men and Women.

Association of First Class Mail Users.

Business Mail Foundation.

Direct Mail Advertising Association.

Electrotypers & Stereotypers Association of New York.
Envelope Manufacturers Association of America.

Hundred Million Club.

Association of Industrial Advertisers.

League of Advertising Agencies.
Lithographers National Association.

Magazine Publishers Association.

National Association of Photo Lithographers.

National Printing Equipment Association.

National Association of Printing Ink Makers.

National Council of Mailing List Brokers.

National Paper Trade Associations of the United States.

New York District Lithographers.

New York Employing Printers Association.

New York Envelope Manufacturers Association.

Paper Association of New York.

Pharmaceutical Advertising Club.

Photo Engravers Board of Trade of New York.
Sales Promotion Executives Club.
Young Lithographers Association.

Young Printing Executives Club.

In the aggregate, membership of these organizations not only makes the graphic arts industry the second largest in New York, but also has a significant stake in business mail as a vital part of their graphic arts activity. To this end, all of these associations wholeheartedly support the public service of educating all mail users to cooperate with the Post Office for more efficient, faster mail delivery. They actively promoted Direct Mail Day in New York as a day dedicated to greater cooperation between business and the Post Office-a day that saluted the Pony Express Centennial by celebrating a century of business progress through postal communication and commerce-and a day that paid tribute to Postmaster Robert K. Christenberry as honorary chairman, for the strides his post office is making toward modernization of both the facilities and service.

At their own expense, the associations cooperating in this activity printed and mailed thousands of full-color programs which reached major users of direct mail throughout the metropolitan New York area. Included in the announcement of the day's progress was this important message:

"While you join in celebrating the heritage of Pony Express, and while you gain lucrative new ideas for future mailing success, MASA of New York, and all Direct Mail Day's cooperating organizations urge you to: (1) Use correct zone numbers on addresses of all your mail; and (2) mail all your mail early in the day before 6 p.m.--to begin an even greater century of business progress, through postal communication and commerce."

During the full day's program at the Hotel Commodore, post office educational literature was distributed to all businessmen in attendance, while the latest post office automation equipment was also on display all day.

While all of this activity was only 1 day's effort in our industry's continuing educational help to the post office, Miss Kathleen O'Connor, public relations director of the New York department, told us it was one of the most helpful demonstrations of business cooperation with the New York post office.

In summary and conclusion, gentlemen, I hope you will give your most serious consideration to the extent to which all classes of mail and their users as well as their producers contribute to the basic public service policy of the Post Office Department.

I think we must all give more serious consideration to this basic policy, particularly if we are to believe the very creed inscribed on the Washington, D.C. post office itself. This creed tells us that the United States Post Office Establishment is:

"Messenger of Sympathy and Love-Servant of Parted Friends--Consoler of the Lonely-Bond of the Scattered Family-Enlarger of the Common LifeCarrier of News and Knowledge-Instrument of Trade and Industry-Promoter of Mutual Acquaintance Of Peace and Goodwill Among Men and Nations."

To protect and preserve all of these functions, I urge you to hold the line on present postage rates for the following important reasons:

The impact of increased postage rates would result in a cutback of mail of all types which is directly or indirectly in the public interest. Regardless whether it is commercial, institutional, civic, or charitable, this mail brings information, education, and inspiration to all Americans everywhere. Any increase in postage rates would be a blow to today's educational importance of the printed word in all forms the "carrier of news and knowledge."

The impact of increased postage rates would place a direct and immediate burden on all welfare and charitable organizations now dependent upon direct mail for their public-service income. A 50-percent increase in the cost of obtaining this income would diminish a good deal that is now a great "enlarger of the common life."

And the impact of increased postage rates within business and industry itself would also deprive our Nation of a large measure of economic progress *** more vital than ever before in the face of Communist threats that they will "bury" *** through the instrument of trade and industry.

us

One of the most current and widely circulated educational Post Office publications is a booklet entitled "The World's Most Mechanized Post Office," which contains the modernization story of the Washington, D.C., post office. In a personally signed message headlined "The Significance of It All," Postmaster General Arthur Summerfield himself had this to say:

"The U.S. Post Office is the greatest communications system on earth. It is the lifeblook of our commercial life; the handmaiden of our free press; the fabric that binds our social life together. Uncensored, efficient, serving 175 million of our citizens daily, the U.S. Post Office Department is a basic life force that gives practical meaning to our free way of life."

In this inspiring description of exactly what we are talking about here today I could not more fully agree with our distinguished Postmaster General. In addition to the many remarks I have already made in this direction, all I can add is that I now feel like Ben Jonson must have felt when he said:

"I am a printer, and a printer of news. And I do harken after them, wherever they may be at any rates. I'll give anything for good copy now, be it true or false, so be it news."

Thank you, gentlemen, for your kind attention.

The CHAIRMAN. Now it is about time for the House to convene, and the committee will be unable to hear the remainder of the witnesses scheduled for today.

They will be heard the first thing tomorrow morning, in the order in which they are listed. Mr. Kirby will be the first witness. He is the executive vice president of the National Council on Business Mail. The other witnesses will follow as they are listed on the schedule for today.

The committee will now stand in recess until 10 o'clock tomorrow morning.

(Whereupon, at 11:50 a.m., Wednesday, May 18, 1960, the committee recessed to reconvene at 10 a.m., Thursday, May 19, 1960.)