Lifetime: Don’t contact us, except via postcard

Being the consumer that I am, I do a lot of writing to companies and whatever to explain my pleasure or displeasure. Most companies are happy to hear from people, or at least they pretend to be as such.

But not the Lifetime cable channel. I wanted to drop them a line to express my dissatisfaction with dropping the show “Models of the Runway” that followed Project Runway last season. I thought it was great and added a whole new level of drama to the actual competition of Project Runway.

So I went online to get the address, and here’s what I found:

Lifetime only wants postcards

Hilarious, right? Actually, it’s pretty pathetic and further evidence of exactly what’s wrong with the entertainment industry, which is a blatant disregard of the people they’re supposedly trying to please: the audience.

Wake up, Lifetime. Postcards? Really?


  1. What you’re looking at is a filter. If what you have to say isn’t worth the effort to produce a concrete object and the investment of postage, it isn’t worth reading either. I’ve used postcards to register users for online activities. You sign up online and you’re given a code that you must send back on a postcard. You’re not activated until the postcard is received. This cut the percentage of people who registered but failed to participate from over 30% to nearly 0.

  2. I agree it’s a filter, Hugh. It’s worse than an answering machine, however, because of the way it disrespects the consumers of its products. Sure it costs to look at public comments, but that’s a small price to pay for the interaction necessary to be a good business in a hyperconnected world. It’s not about controlling access; it’s about being open and transparent. I’m especially surprised that this comes from a media company.

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