Ramona and James F. Strother show the piles of junk mail they have saved over 12 weeks. The Columbia County couple said that, during a two-month period, they received about 60 pounds of junk mail, from credit-card applications to vacation offers. Annette M. Drowlette/Staff

Mountains of mail

Many seniors learn to ignore piles of offers

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A piece of mail sent to Mr. Strother indicates he might have won money. An AARP spokesman said younger couples usually get far less mail than senior couples do. Annette M. Drowlette/Staff

When it comes to marketing and publication materials, James Franklin Strother knows the business well.

A longtime owner of Strother Publishing on Eighth Street in downtown Augusta, he knows how expensive it is to send elderly couples mailings like the ones he and his wife, Ramona, receive regularly.

The problem is, like so many retired people, the Strothers are often recipients of mail they would rather not receive.

"It's like they know we're on some type of list, and they're sending other companies our names," Mr. Strother said as he and his wife poured piles of envelopes and colorful marketing materials from three nearly-full plastic garbage bags onto their dining room table.

All told, they collected about 60 pounds of mail at their Columbia County home within a two-month period.

Their experience is not uncommon.

Younger couples typically receive less than half the mail the Strothers and other senior couples do, said Martis Davis, a spokesman for the AARP in Washington.

"Research suggests that individuals in their 70s and 80s are often targeted by boiler-room operations involving direct-mail or telemarketing activities. The elderly are often prey for scam artists and considered probable victims," Mr. Davis said.

Jim Petty, an administrator at Brandon Wilde senior living facility in Evans, said his residents receive an abundance of materials promoting sweepstakes winnings.

"They'll ask for a $10 check for a chance to win $10 million, and it creates an uncontrollable snowball effect," he said.

"With high-quality paper and glitzy graphics, creating direct-market mailings can get expensive," Mr. Strother said.

"We get anything from games, prizes, possible trips and credit-card applications," said Mr. Strother, now semi-retired from the company he started in 1946.

His wife, a retired Richmond County elementary school principal, said she believes direct-mail companies specifically target her.

"They figure I'm the shopper of the house," she said as she opened another credit-card application - much like the ones she always shreds and properly discards.

Though the retired couple have received Social Security or insurance-related solicitations, they mainly get free vacation and cash-award notifications sealed in brown, government-style envelopes and generally stamped with a Las Vegas postmark.

Martha Lindler, of North Augusta, shreds much of the junk mail she gets.

"I shred everything, even envelopes that say 'resident,'" she said.

"I don't care to get those bank mailers either - the ones that are like counter checks," because they're often tied to credit card numbers. Like the Strothers, she's equally cautious of fliers advertising elaborate, cheap vacation packages.

"If I were going on vacation," she said, "I'd go through a reputable agent, preferably, one that I know," said Ms. Lindler, a 30-year teacher who retired from Richmond County's T. Harry Garrett Elementary School.

Louis Mastria, the director of public and international affairs for the Direct Marketing Association in New York City, said his organization has a list of people who don't want to get direct-marketing mail. The drawback, he says, is that the list can keep those people from receiving notifications that could prove beneficial.

"If they don't want to receive advertising mail, we have a mail preference service that says: 'Do not send mail to these folks.'"

However, Mr. Mastria said, there are benefits for remaining on direct-marketing lists.

"Clearly ... there is lots of value and many want this delivered to them," he said.

In 2003, consumers spent nearly $200 million on direct-mail purchases, said Mr. Mastria, whose trade group represents marketing associations and administers guidelines to ensure amenable relations between consumers and advertisers.

"Direct mail works," Mr. Mastria said. "It provides niche products and convenience to consumers who are often incapable of going to the mall or don't have time for commuting. Or, if they are handicapped. It's another avenue for low prices," he said.

The AARP's Web site suggests contacting major credit card agencies to block mail from companies sending pre-approved credit card offers, debt consolidation and loan mailers.

That won't block mail from charitable groups, political candidates or local merchants, the site says.

Mr. Petty, of Brandon Wilde, says he and his staff can protect the 425 residents at his facility.

"On our campus, we can intervene," he said.

"For those who aren't on our campus, often they will get scammed," he said. "It can be a nightmare."

To remove name from junk mail listings:

The Direct Mail Association says seniors who would like their names removed from direct mail or junk mail offers can send requests to the Mail Preference Service, P.O. Box 643, Carmel, NY 10512. The service is free.

TO REMOVE NAME FROM CREDIT CARD OFFERS LISTINGS:

AARP suggests going to the following Web sites and requesting that they not sell data about you to companies that offer pre-approved credit: Equifax Inc. at www.equifax.com; Experian at www.experian.com and TransUnion at www.transunion.com. You can call toll-free (888) 567-8688 to remove your name from all three listings.

WHY THE ELDERLY?

Martis Davis, a spokesman for the AARP, said older people get direct mail for some of the following reasons: