The Visual Media Association (VMA) has responded to announcements from Australia Post earlier this week advising non-delivery of unaddressed mail across November and December, calling for a reconsideration amid federal election, community emergency notices, and seasonal peak trends impacting industry and Australians most at this time.
As the peak body representing the paper, print, mail, packaging, and distribution industries, VMA oversees the Mail Industry Coalition (MIC) who have raised significant concerns over Australia Post’s recent announcement regarding the suspension of unaddressed mail deliveries during November and December.
The VMA MIC, representing 75 per cent of the industry, has warned that the decision to halt deliveries during this period is likely to have a “devastating impact”, especially in the lead-up to the federal election. Noting December is a significant political mail window, and the lack of distribution during this time will undermine democratic engagement, limiting free and equal access to essential political communications for all Australian citizens.
The VMA further highlights that not all Australians have internet connectivity, accessibility, or digital literacy, with regional Australians being particularly impacted given the limitation to regional distribution network providers. The planned suspension of deliveries will exacerbate these issues during a crucial communication period.
While acknowledging that unaddressed mail (UAM) is unregulated and there are solid competitive alternatives, the VMA underscores that Australia Post’s distribution network remains an important service.
“We are working on building a register and broader distribution network; however, this is not a fully established network as yet and it is acknowledged by Australia Post that they have 100 per cent reach to all letterboxes across the country,” said Kellie Northwood CEO of the Visual Media Association.
“We note the most impacted by these decisions are regional areas and we must do better than to simply leave Australians shut out from important communications, rather build an industry-wide solution with time to be implemented.”
Recent research, commissioned by the VMA, indicates that 61 per cent of Australians prefer to receive local government material via the letterbox to stay informed across community matters. Throughout the summer period these notices are deemed critical to regional citizens. This decision will leave regional Australians less informed about political matters, local government advisories, community notices, and emergency information during the summer period.
Furthermore, December is a peak season for retail communications also, with 34 per cent of the print and letterbox customer base coming from the retail sector.
“The VMA recognises the commercial considerations of Australia Post’s Parcels division however, emphasises that Australia Post serves as a government-backed service, providing letterbox deliveries across all demographics and regions equally should be a priority,” said Northwood.
The VMA is calling on Australia Post to reconsider its position and provide at least one delivery window in December to support distribution schedules already booked.
It is reported the VMA, and other MIC members have written to the Minister for Communications, Michelle Rowland, and other local MPs to seek support for a December delivery window.
“It is a challenge we are willing to take up and work with Australia Post across, however the silver lining is the concern from customers, government, retailers, educators and emergency service providers reflects how powerful and important the letterbox channel with printed notices is for reaching all Australians,” said Northwood.
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.
Sign up to the Sprinter newsletter
