Both associations will share information and work towards reducing waste. The DMA and BPIF are also set to organise joint events in 2005.

"We are constantly trying to forge links with like minded associations," said DMA director of marketing and business development Mike Barnes. "We have been talking to each other for years and now the print industry wants to understand more about direct marketing."

He added that by collaborating with the BPIF, the DMA would have access to print firms, which would help in its campaign to cut waste in direct mail. The association stepped up its environmental campaign earlier this month, targeting 50 of the UK's main users of direct mail.

"It makes sense for us to work together so that we ensure that printers are more aware of our campaign," said Barnes.

"Both organisations have a  strong vested interest in ensuring that direct mail continues to be a cost effective and environmentally sound method of communication," added BPIF regional director Marcus Clifford.

Story by Philip Chadwick