JICMail launch creates first ever industry-wide audience standard for direct mail

Direct mail industry bodies and businesses have teamed up for a major initiative to record standardised audience data for the channel for the first time. The DMA, IPA, ISBA, Royal Mail and Whistl are among those who make up the board of the Joint Industry Committee for Mail (JICMail), which launched last night (18 January).
The organisation will measure the readership, reach and frequency of exposure for each piece of direct mail delivered in the UK, whether addressed or unaddressed. The second