In light of the close defeat for the California GMO-right-to-know ballot initiative in this month’s election, it’s worth reading this article on Sustainable Brands that shows customers want non-GMO even more than they want organic.

They say, “if the people lead, the leaders must follow.” We WILL win this  one. Eventually.

 

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Last night, we drove up to Brattleboro, Vermont, to testify before the Vermont Public Service Board, which is taking input on whether Entergy, the Louisiana-based owner of the severely troubled Vermont Yankee nuclear power plant.

We didn’t get to testify; I was something like #78 on the list, across about eleven sites around the state, all televised live. But perhaps that’s just as well, because I’ve spent much of the day going into a lot more detail than I would have had in a two-minute live statement.

I’m going to share the testimony with you. If you’re inspired to give your input to the PSB, you can do so by e-mailing psb.clerk AT state.vt.us, or writing to Vermont Public Service Board, 112 State Street—Drawer 20, Montpelier, VT 05620-2701. You will want to include the docket number. I suggest you use this subject line:

Comment on PSB Docket No. 7862 (Entergy application for Certificate of Public Good)

This is what I submitted. Yes, I know it’s long. But this is one of the most important struggles of our time. If you’re not already familiar with the issues around nuclear power, this will give you some of the basics, as slanted toward an audience of government officials in the US who already know, for example, about the insurance exemption for nuclear power under the Price-Anderson Act that basically means if there’s a problem, the plant owner is not liable.

 

Dear members of the Vermont Public Service Board,

My name is Shel Horowitz. I am the author of one book on nuclear power and two award-winning books on business ethics and the environment. Like the majority of people who have come before you to testify, I ask that you deny the Certificate of Public Good for Entergy for the continued operation of the Vermont Yankee nuclear power plant.

Dictionary.com provides two definitions for “public good”:

  • 1) a good or service that is provided without profit for society collectively
  • 2) the well-being of the general public

 

According to both definitions, Vermont Yankee and Entergy fail the test.

Definition #1 has three components:

a. a good or service is provided

b. without profit

c. for society as a whole.

Yes, Vermont Yankee provides electricity and jobs (though, as we will see later, less efficiently than its alternatives). But it fails utterly on the other two components. Entergy’s whole reason for existence is to provide profits for its shareholders and executives (as opposed to the whole society), and the callous way the company has disregarded both public safety and the truth is directly related to valuing short-term profit instead of the public good.

As to the second definition—I submit that Vermont Yankee not only does not support the well-being of the general public, it puts that well-being at severe risk. Vermont Yankee’s continued operation actively threatens the well-being of residents of three states.

I will elaborate several ways in which Entergy fails to achieve these standards. While I recognize that the federal government has preempted the safety discussion, I submit that you, the board members of the PSB, have an obligation to look at the economic consequences of the safety issues, as they apply to the question of whether Entergy is in fact providing a public good. For that reason, some (not all) of my arguments do include safety concerns, because every safety issue has an economic consequence.

Specific points:

  1. Vermont Yankee has a troubling history of severe problems. As far back as 1973 (the last year that full reporting was required), when the plant was only a year old, Vermont Yankee reported 39 Abnormal Occurrences to the Atomic Energy Commission (predecessor to the NRC). A single page of the printout lists six incidents, four of which are potentially significant threats: component failures in both Emergency Core Cooling System and radiation monitoring, and two explosions in the off-gas system within six days of each other. I am enclosing a copy of that printout, along with the descriptive text noting the 39 incidents at Vermont Yankee and 850 AOs nationally when the fleet was only 30 reactors (source: Gyorgy, Anna et al.: No Nukes: Everyone’s Guide to Nuclear Power. Boston: South End Press, 1979). [Click twice on the picture to read the printout (it’s the right-hand side of the graphic)]
  2. one page of the multiple page printout of 39 safety problems at Vermont Yankee in one year
    one page of the multiple page printout of 39 safety problems at Vermont Yankee in one year

    Other well-documented problems include the collapse of the cooling tower on August 22, 2007, and the more recent discovery that not only was Vermont Yankee polluting the Connecticut River with radioactive tritium, but Entergy lied about the very existence of the pipes conveying the tritium. All of these problems are expensive to fix, impacting ratepayers and residents.

  3. Embrittlement and corrosion are severe problems for the nuclear energy generally. Years and years of bombardment by high doses of radiation, the ongoing trauma of New England’s severe winters, and exposure to corrosive chemicals weaken the structural integrity of metal and concrete—aging of the materials was cited as the cause of the cooling tower collapse, in fact. Should these issues start to affect the containment vessel or other key structural components, the results could be catastrophic to the local economy. And the likelihood of deep stress within the plant is high, because this plant was only designed to last 40 years and is now past its life expectancy. It is the height of irresponsibility to continue operating under these circumstances, and PSB’s mandate is to maintain the public good by denying the certificate.
  4. While Vermont Yankee’s supporters cite the “public good” of Vermont Yankee in supplying jobs and baseload energy while not generating greenhouse gasses, none of these claims hold up to scrutiny. Clean, renewable energy provides far more jobs per megawatt. Vermont Yankee’s power is currently spread out over the grid and not part of the Vermont baseload, and in any case is frequently unavailable due to both planed and unplanned shutdowns and power reductions.
    To accurately examine the issue of greenhouse gases, and, for that matter, net power generation, we have to remember that nuclear plants themselves are only one small part of the nuclear fuel cycle. The fuel cycle includes mining, milling, processing, assembly into fuel rods, transportation of the fuel, loading them into the reactor, running the reactor, sending electricity along the grid to remote locations (with severe transmission losses in the process), removing the spent fuel, storing it temporarily, and storing longer-term (though, as noted above, reliable permanent storage does not yet exist). Most of these processes are large-scale consumers of energy and emitters of greenhouse gases.
    Like fossil fuels, uranium is a finite substance, and it requires extensive work to create usable fuel. Nuclear expert John J. Berger estimated that once the best quality uranium had been mined (by the 1970s), the remainder is of such low yield that a ton of rock yields only 44 ten-thousandths of an ounce of fissionable U-235. Berger also noted that as of 1977, the nuclear industry had consumed five times as much energy as it produced (source: Berger, John J. The Unviable Option. New York: Dell, 1977, pp. 115-116 and 150-151, as cited in Curtis, Richard, Elizabeth Hogan, and Shel Horowitz. Nuclear Lessons. Harrisburg: Stackpole Books, 1980, p. 222 and p. 90).
  5. Routine operation of Vermont Yankee creates harmful radioactive waste that puts its workers and neighbors at risk of health problems (which in turn have a negative economic impact), and that must be isolated from the environment for 250,000 years. Humans have no track record in preserving anything for more than about 30,000 years; we have a few arrowheads and pottery shards from that era. Entergy employs enormous hubris to suggest that when we have no computer data even 100 years old, no languages even 5000 years old, and no artifacts even 50,000 years old, that we will somehow be able to instruct people 10,000 generations into the future on how to maintain the safe and complete isolation of these poisons, even though we don’t yet have any idea how to do this. Obviously, even assuming the language and communication issues can be surmounted, going back in every 50 or 100 years to inspect and rebuild the barriers between these toxic poisons and the environment will be a massively expensive financial burden to future generations of Vermonters—but not to Entergy, which will in all probability not last as long as the problem it is creating.
  6. Vermont Yankee shares its reactor design (GE Mark I) with the discredited design of Fukushima-Daiichi. Fukushima has already contaminated a large swath of Japan, resulting in destruction of crops and livestock and severe losses to farmers and residents—and the potential still exists for a secondary accident that could cause far worse damage (see “Estimating the Potential Impact of Failure of the Fukushima Daiichi Unit 4 Spent Fuel Pool” by Dr. Paul Gailey, produced more than a year after the accident <https://www.washingtonsblog.com/2012/06/estimating-the-potential-impact-of-failure-of-the-fukushima-daiichi-unit-4-spent-fuel-pool.html>—as well as this New York Times report in the immediate aftermath: < https://www.nytimes.com/2011/03/18/world/asia/18spent.html?pagewanted=all>
  7. Like Fukushima, Vermont Yankee is at risk of catastrophe during severe weather events. Hurricane Irene proved that southern Vermont is not immune to weather catastrophe; last year’s tornado devastated Hampden County, Massachusetts, only about an hour away. And of course, just last month, Superstorm Sandy caused major damage not very far away. These damaging weather events will only increase (see, for instance, NASA climatologist James Hansen, writing in the Washington Post: “This is the world we have changed, and now we have to live in it — the world that caused the 2003 heat wave in Europe that killed more than 50,000 people and the 2011 drought in Texas that caused more than $5 billion in damage. Such events, our data show, will become even more frequent and more severe.” <https://www.washingtonpost.com/opinions/climate-change-is-here–and-worse-than-we-thought/2012/08/03/6ae604c2-dd90-11e1-8e43-4a3c4375504a_story.html>, emphasis added).
  8. Items #5 and #6 point to the grave threat in the event of accident (or sabotage). More than 25 years after the Chernobyl accident, large areas in the Ukraine are still uninhabitable, and their land removed from agricultural production. This kind of ecological devastation should be unacceptable anywhere; in an area as dependent on agriculture and tourism as Vermont, it is especially troublesome; it would cause billions of dollars in damage and basically eliminate the local economy.
    Once again, the definition of pubic good requires benefits “for society collectively, and not for profit.” However, should there be a major accident at Vermont Yankee, what gets shared collectively is not the benefit, but the risk. As you know, nuclear power plant owners and operators are protected from the financial consequences of accidents by the Price-Anderson Act—a threat to every American’s economic well-being. Entergy takes the profits—but the citizens of Vermont and neighboring states take the risk. And this risks are real; as I wrote in the 2011 post-Fukushima update to my book Nuclear Lessons (published in Japan by Kinokuniya), there have been at least 101 accidents causing loss of life or at least $50,000 in property damage, including not only the 2011 Fukushima accident but also a lesser-known accident there in 2010.
  9. It is hard to make a claim that a company as consistently disingenuous as Entergy can in any way be a partner in the public good. Two among many examples: Entergy accepted a set of conditions giving the State of Vermont power to decide whether the plant should be allowed to continue operating past the original March 2012 expiration date. However, when the state legislature chose not to allow a renewal, Entergy has refused to obey the law and continues to operate while suing the state. Then there were the lies about the tritium leaks. As an expert in business ethics, I see that these two instances demonstrate that this company does not follow accepted standards of business ethics, and should not be trusted to responsibly operate this highly dangerous apparatus.
  10. My final point addresses whether nuclear power is the best way to achieve (public good definition #2) “the well-being of the general public.” Nuclear power is, inevitably, a high-risk proposition involving concentrating centralized resources, combining numerous complex processes, and wasting much of both the natural resources and energy required to produce this power. I suggest that first of all, as a society, we can easily slash our energy use by 50 to 80 percent, using deep conservation and better design. Germany uses about half as much energy per capita as the United States, to achieve a comparable quality of life. Here in the U.S., we have the technology to do even better. We can design buildings that are so in tune with their environment, they don’t need furnaces or air conditioning. We can follow the example of the Empire State Building, which is saving more than $4 million per year following a deep energy retrofit. We can use small-scale solar and wind, in-stream (non-dammed) hydro, geothermal, and other truly clean and renewable technologies to generate the energy we need right where it will be used, eliminating the colossal waste of energy lost in transmission. This is the way to a sustainable future for our children and future generations. This is the REAL public good.

Respectfully submitted,

Shel Horowitz

Hadley, MA

Author, Guerrilla Marketing Goes Green, Nuclear Lessons, and six other books.

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$5 trillion net savings, support a 158% bigger U.S. economy by 2050, using no energy from coal, oil or nuclear.

This is the capsule version of the Rocky Mountain Institute’s energy plan. RMI is a green “think-and-do tank” founded by my favorite practical visionary, Amory Lovins. By thinking holistically, Amory and his colleagues achieve “impossible” results like a house in the California desert that doesn’t need air conditioning, and one in the Colorado snowbelt that doesn’t need a furnace.

Here are the last two claims on their blueprint:

9) U.S. industry can produce about 84% more output with 9–13% less energy—without mandates or breakthroughs in innovation.

10) We can capture and integrate the renewable energy needed to meet 80% or more of our electricity needs by 2050.

Go read the other eight.

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Apparently, a lot of people who voted for Romney would like to secede from the United States.

OK–let’s put aside for now the clear absurdity of this…the condemnation of the idea by Republican governors…the enormous difficulty of getting a majority of any state’s citizens to go along with it…the likelihood that this is based in crude racism…and the zero percent success rate of state secession movements in the United States.

Let’s just say they really do secede.

Most Southern states extract more money from the federal treasury than they pay in. And many people in the region work at US military installations or government offices. Everyone in the region relies on federal funding to maintain their transportation infrastructure, civil defense/disaster response And then of course there are those getting by with the help of federal assistance programs such as food stamps and Social Security (the ones Romney derided as “the 47 percent”).

In other words, if the secession movement succeeds, the secessionist states are going to take a huge economic hit. Bob Cesca, in one of the links cited above, says the federal government could simply starve them out and have them rejoin without military action. He’s probably right.

But here’s something perhaps more important that I don’t hear anyone saying:

If the Red states secede, Democrats will have a whopping majority in Congress and could actually get a much more humane, people-centered society in place–which the Red states would have to accept as reality when they come crawling back in a few years, IF the US will have them back.

Wouldn’t it be grand to have a country with a European style single-payer health plan…a solar-powered economy with jobs for all…a military designed to actually defend our shores instead of pursue imperialist wars in countries where we have no justification for our invasion (can you say Iraq?)…an education system that values science and knowledge, and prepares the next generation to play a leadership role in advancing society through technological progress…and so on?

So I say…let ’em Secede!

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Hint: it has a lot to do with the government’s unwillingness to jump-start this sector the way it has previously jump-started such (polluting) sectors as automobile (not even talking about the bailouts, but about government-subsidized road construction starting more than 100 years ago) and of course, fossil/nuclear fuels.

Read this article from Green America to learn more about the ways governments in places like Germany and China have made renewable energy a priority. And then think about what would happen if the US created a Marshal Plan-style federal program to buy enough solar that it becomes affordable for all—as I have called for many times (see, for example, https://greenandprofitable.com/an-open-letter-to-nancy-pelosi-and-harry-reid/).

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The amazing thing to me is that 18 to 24 months ago, it looked like if the Republicans put up a candidate who could breathe and talk, the White House would be theirs. We don’t know exactly what combination of factors created Obama’s near-sweep of battleground states and overwhelming Electoral College mandate yesterday. So that allows the luxury of putting forth a list, and people can make their own choices about which ones were significant.

Here’s my list:

  • The American public is smart enough to see that the reason why Barack Obama didn’t make as much progress as we all wanted—despite his own reluctance to make this much of a campaign issue—can be laid directly at the feet of a recalcitrant and hostile Republican Party that consistently refused to negotiate in good faith, and whose stated priority (as expressed by its own Senate leader Mitch McConnell) was  not to rescue the country but to deny Barack Obama a second term.
  • Trust in Mitt Romney is very low, because on most major issues, he’s had at least two and often more contradictory positions. He has developed a well-deserved reputation for saying what he thinks people want to hear at that moment, and conveying the impression that he has no core beliefs or principles—and because his attack ads and debate points were so blatantly based on outright lies.
  • Mitt Romney managed to alienate enough constituencies that he sabotaged his chances: women, people of color, students, people on Social Security (although, surprisingly, he apparently carried much of the elder vote in general), gays and lesbians, even veterans and dog lovers.
  • Mitt Romney’s amazing gifts for putting his foot in his mouth and for presenting himself as completely out of touch with ordinary people didn’t help him. Barack Obama’s progress on the economy despite lack of GOP cooperation helped him strongly—in the Upper Midwest, especially.
  • Citizens United and the infusion of enormous amounts of money by the Koch brothers, Karl Rove’s Crossroads GPS SuperPAC, Sheldon Adelson, and others may have actually created a backlash against the influence of money in politics (one that perhaps we can harness to create real and meaningful election reform). Even in Massachusetts, a state that was never in contention, we must have gotten somewhere between 30 to 50 calls and at least that many mailed fliers, to the point where we were totally sick of it. I can only imagine the barrage voters in battleground states were getting.
  • Despite massive reports of voter suppression and fraud (see for example https://www.thenation.com/blog/171079/whats-scope-voter-suppression-electionhttps://www.huffingtonpost.com/2012/11/06/2012-elections-polling-places_n_2036228.html, and the truly despicable vote manipulation techniques highlighted at https://www.bradblog.com/?p=9706 (with video of a Pennsylvania touchscreen recording Barack Obama votes as Mitt Romney votes)—margins of victory were wide enough to prevent another election theft. However, this is a problem waiting to happen again, and a fix has been overdue since at least the aftermath of the 2000 election. I support electronic voting machines that use paper ballots, which can be scanned instantly for a preliminary tally, but then get safeguarded through proper chain-of-custody procedures and hand-counted over the next few days if there’s any question at all about the preliminary tabulation’s accuracy. Machines that do not keep a paper trail should be BANNED. end of story.
  • Polls can be wrong. Margins of victory were not even all that close in states like Pennsylvania and even Paul Ryan’s state of Wisconsin. Yes, Florida, Ohio, and Virgina, among others, were quite close—but overall, Barack Obama’s victory in the so-called swing states was generally decisive, with spreads in excess of five points.
  • Barack Obama was able to pull out his core constituencies to show up on voting day, even though these include groups that historically have had low voter turnouts: youth (pretty much written off by the pundits ahead of the election), people of color, women’s rights advocates, LGBT people and their supporters).
  • The US is getting more socially liberal: ballot initiatives supporting such causes as gay marriage and not just medical marijuana but even recreational marijuana passed.
  • The day of the ultra-right is drawing to a close. Even Missouri, which went for Romney, returned Claire McCaskill to the Senate, repelling a challenge by Todd “Legitimate Rape” Aiken. While the party has shifted so far to the right that I heard one commentator refer to Utah Senator Orrin Hatch as part of the party’s moderate wing, real moderates have nowhere to go in the Republican Party right now, so they vote Democrat. My personal belief is that if Mitt Romney had taken a consistent moderate platform—as he did when he was governor here in Massachusetts—throughout the primaries, he would have easily won the primary contest as all the other (extremist) candidates competed for the extremist vote, then gone on to win the presidency. I am glad he chose instead the “Etch-A-Sketch” approach. Trying to be first ultra-rightist then moderate was a failed strategy from the beginning, in an age of instant world-wide communication; it might have worked if there were still such a thing as private conversations from candidates to voters.
  • People saw this race as important enough not to risk anything on third-party candidates. The top six third-party candidates candidates together only got about 1.43 percent of the vote (fewer than 1.7 million votes out of a total of 116.8 million votes cast)—with just over a million of those going to Liberatrian Gary Johnson, bringing him 1 percent, and Green candidate Jill Stein (whose votes—including mine—I’m guessing were nearly entirely in non-swing states) got 0.3 percent, a whisker under 400,000.  votes. None of the others, not even comedienne Roseanne Barr, got even one-tenth of one percent. (all stats from https://www.google.com/elections/ed/us/results with “display all candidates” enabled)
  • Other than during the first debate, Barack Obama outmarketed Mitt Romney, by presenting a better and more believable picture of the next four years to average Americans, and by at least making some sideways attempts to take credit for some of the substantial list he actually accomplished in his first term—and inspiring, once again, a horde of volunteers to get involved. While he was effective in this only compared to Mitt Romney (remember the 47 percent?), Barack Obama’s modest effort outshone Mitt Romney’s pathetic self-aggrandizing.
  • With galvanizing speeches by Michelle Obama and Bill Clinton, the Democratic Convention gave Barack Obama a significant lift that he never really lost.

There are other factors too, but I’ll stop there.

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Guest Post by Julie  Gabrielli

It seems we are experts at knowing what’s wrong in the world – whether global problems like climate change and poverty, national concerns like the economy and health care, neighborhood issues like the lady down the street whose dogs never stop barking. Even within our own families, we tend to focus on what’s not working.

What happens when we turn and face in another direction? Not to actively ignore or deny those very real problems. But to focus instead on what we want. Do we ever even ask this question of ourselves or others: what sort of world do we want to live in?

Even then, the answers may come back framed in negatives, such as “I want fewer wars” or “to eliminate racism.” The brilliant Hildy Gottlieb first opened my eyes to this habit.

I tested this out one recent weekend at our neighborhood shopping area, taking video footage of everyday people addressing these big issues. People were quick to cite the problems: education, the economy, global warming, racism, negativity, stereotyping, war. When asked to say what they want, if they could wave a magic wand and fix everything, they were less confident, sometimes even embarrassed. As if talking that way is not an adult activity.

The danger of dwelling on what’s wrong is that we can become convinced that there’s no hope for us. We’re just a doomed species and blight on the planet. I know many avid and dedicated environmental activists who harbor this secret belief deep within their hearts: that the planet will be better off without us.

And why wouldn’t we reach this conclusion, when all we read about and see around us are the consequences of our bad behavior? The mortgage crisis, countries in the Euro zone so deep in debt they threaten to take the whole thing down with them, giant corporations cutting down the boreal forest in Canada to get at the dirtiest, most carbon-intense oil on the planet and then lobbying our government to build a pipeline to cart it to the Gulf of Mexico. Fifty million nonelderly Americans (18.9%) are without health insurance or access to good health care.

This stuff is senseless. Meaning, try as we might, we can’t make sense of it. I wonder if it’s because, as Einstein famously observed, we cannot solve our problems using the same thinking that created them. So why not try a different way? What happens when we focus instead on what we want, instead of what we don’t want? Try it. You may be surprised at what happens.

Why does this matter? you may be wondering. It turns out that we create the future every moment of every day. A positive vision of a future that we want is the galvanizing force that animates the world-changing work of all the people who will be in the film, “I Want America to Thrive.” Even the title speaks to a positive vision. Why not? It’s a surer way to transcending, rather than merely solving, our problems.


Eco-architect Julie Gabrielli has been at the forefront of the sustainability movement in Maryland for over 15 years. She is an artist and writer, always searching for the most effective medium to wake people up to the beauty of our world. To learn more and stay in touch, Like this film on Facebook

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Some smart people in Belgium figured out that the top of an exposed-to-the-sky rail tunnel is the perfect place to put a massive solar array. This one installation generates 3300 megawatt-hours of electricity per year, enough to power almost 1,000 homes while eliminating 2,400 tons per year of  CO2 emissions.

Other people are being similarly creative with highways, such as this solar-powered highway in Oregon.

As I’ve said for years, we have the technology we need to solve our energy/carbon problems. All we need is the political will.

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(continued from yesterday)

Scary warnings and official-looking documents from Publishers Clearing House
Scary warnings and official-looking documents from Publishers Clearing House
  • Publishers Clearing House still believes in direct mail that scares people into action. The envelope and packet are full of legal-looking documents, dire warnings in big bold print, etc.
  • The “involvement devices”—labels to pull off and attach, gold-covered panels to scratch off, very complicated instructions to follow exactly—are variations on the same stuff I remember from Publishers Clearing House mailers in the 1970s and 1980s. And they were old and tired even back then.
  • Publishers Clearing House apparently never got the memo on credibility in marketing. Instead of using real credibility builders such as testimonials, they fill the mailing with official-looking layouts, fake stickers with bar codes, and language on the return form with language like “I am claiming eligibility…” Oh yes, and they’re still using celebrities, as they used the late Ed McMahon for many years (in fact, I first heard of Ed McMahon through PCH sweepstakes, and had to find out later that he was a TV star). Now, it’s Brian Williams.

Back in 2000, the PCH sweepstakes mailings inspired this quote in the Direct Mail section of my earlier book, Grassroots Marketing: Getting Noticed in a Noisy World:

Forget about glitzy, complicated sweepstakes offers, with seemingly dozens of different-sized papers, foils, stickers, and scratch-off cards; your production cost will be enormous before you even start. Besides, they cost you tons of money mailing to and following up on false prospects.

A simple, straightforward approach is far better. Use ordinary paper sizes and stocks, and win the prospect over through the strength of your offer—not gimmicks or packaging. You’ll stay within your budget, and target serious prospects, not a bunch of chiselers hoping for a million dollars from you, Ed McMahon, or the tooth fairy.

That was true when I wrote Grassroots Marketing, and even more true now.

PCH sweepstakes-related inserts vs. ad delivery from other companies
Publishers Clearing House sweepstakes-related inserts vs. ad delivery from other companies
  • Of the 44 pieces of paper in the envelope, only 9-1/2 were actually related to the PCH sweepstakes and offer. The others, including the back of one of the Publishers Clearing House pages, were ads from other companies. Given that so much magazine content is available online, for free, that a whole generation will barely pick up a paper magazine any more, and that numerous other channels provide the information we used to get from general-interest magazines, it makes sense that Publishers Clearing House realized its business model had to change. Now they’re apparently in the business of delivering cheesy offers from other merchants—what could have been a good use of the partnership strategy I advocate, if the offer quality and targeting hadn’t been so pathetic.
  • Geotargeting has become more sophisticated. One of the slips announces “SHEL HOROWITZ, THE SEARCH FOR A MAJOR PRIZE WINNER IN THE SPRINGFIELD-HOLYOKE TV AREA INCLUDES YOUR 01035 NEIGHBORHOOD!… There will DEFINITELY be a   Major Prize Winner of $1,000.00 from Your Local TV Area, which includes your Zip Code!” (capitalization, punctuation, and underlining are exactly as they were in the original). So Publishers Clearing House is now matching zip codes against media markets, and guaranteeing at least one winner—note the SMALL dollar amount—in my media market (which contains dozens of zip codes).
  • Technology isn’t perfect. My envelope contained two copies of a several-page ad bundle (one of several in the mailing)—and DID NOT contain the actual form to select magazines! Even if I’d wanted to subscribe, I couldn’t do so from this mailing.

I may get an onslaught of comments pointing out that Publishers Clearing House’s methods are obviously working, or they wouldn’t keep at it after all these decades. Of course they work! I freely grant that.

But to what effect? What’s the real benefit of developing a large list of purely transactional contacts who didn’t necessarily even buy—they entered a chance to win big bucks for free. Do these people have any loyalty? Has PCH done any segmentation other than geographic? Can they market to these people as individuals in any meaningful way?

The negative answer is obvious in the kinds of junk offers crammed into the rest of the PCH sweepstakes envelope: tchatchkes and trinkets and home repair products of dubious value—the sort of stuff that gets sold on late-night TV ads over obscure cable channels. It’s these clueless merchants that I actually feel sorry for.

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Thanks, I’m guessing, to the no-junk-mail opt-out list, it had been quite a few years since I’d heard from Publishers Clearing House.

Front of the envelope from Publishers Clearing House

Front of the envelope from Publishers Clearing House

Yup—Publishers Clearing House. The infamous magazine subscription discounter that used to clutter up my mailbox with screamy hype implying very strongly that I’d won some enormous fortune, if only I followed all the (seemed like) 39 steps to claim it.

The same Publishers Clearing House that once sent a mailer to Dance Spree, a community arts group, boldly announcing, “D. Spree, You May Already Have Won a Million Dollars” in a mailmerge whose dot matrix fonts didn’t match the rest of the offset-printed letter.

On a whim, I decided to open the envelope—not with any intention of entering the latest Publishers Clearing House sweepstakes, but to see if the business world’s shift over the last dozen years or so in the direction of switching off the hype in favor of softer and more ethical marketing approaches—a shift that I like to think I had at least something to do with—had made any impact on Publishers Clearing House, King of the Old-Style Hype.

The quick answer is no. What I received was a smoother, more sophisticated version of the same junk that Publishers Clearing House has been sending for decades.

Here’s some of what I noticed.

  • Very high environmental footprint. Not only did the fat envelope contain 42 separate pieces of paper, but several of them are on shiny paper stock that may not have come from trees, contain decals, etc. In other words, the packet will be difficult to recycle.
  • Improvements in printing technology are noticeable. The customized portions were done on a very high-quality digital printer that looks almost as good as offset. No more hideous dot-matrix mailmerge—except that on the mailing address “label” (you’ll understand the quote marks in a moment), there’s some all-caps text meant to simulate a hand-typed look, reading “THIS IS THE BULLETIN WE ALERTED YOU TO LOOK FOR”
Rear of the envelope from Publishers Clearing House
Rear of the envelope from Publishers Clearing House

 

  • Disguises and subterfuge. If you give it a casual look, you might think the envelope had three added-on labels (one of them crooked and another upside down), two checkmarks, a note, and a circle in pen, the aforementioned hand-typed-look message, and both black and red rubber stamp imprints. But actually, as far as I can tell, all the various items on the envelope designed to create a feeling that a human being prepared it individually are actually printed on. You’ll also see phrases scattered throughout the mailing, like “prize patrol,” once again designed to convey the impression that a human being is out there, trying to match you up with your winnings. Most people won’t be looking so carefully, of course—but we are not stupid, and I’m betting only a very tiny percentage will think any part of this is actually hand-prepared.

To be continued tomorrow (including a deeper look at the psychology they’re using, and why I discount it).

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