IN AN EXTRAORDINARY outbreak of ‘don't do as I do; do as I say', the Royal Mail has cut-back on mailing four of its of its customer magazines, instead referring readers to the equivalent internet versions. Selected readers of RM titles Mail Room, Mail Plan, Mail Brief and Mail News received a letter from customer communication programme manager Lisa Rooke, who broke the sad news that they would no longer receive hard copies of the publications, instead suggesting that they 'simply visit to find the new magazine'. Many in the direct mail industry believe this to be a tad curious, given the massive sums spent by the RM in exhorting businesses and consumers alike to communicate by mail. A Royal Mail spoke insists that use of the web in this manner does not imply that mail is inferior. [But a helluva lot cheaper when it comes to reaching marginal customers!]