{"id":37840,"date":"2020-07-31T14:25:33","date_gmt":"2020-07-31T12:25:33","guid":{"rendered":"https:\/\/tirsdagmorgen.no\/?p=37840"},"modified":"2020-08-17T11:09:36","modified_gmt":"2020-08-17T09:09:36","slug":"her-kommer-sopla","status":"publish","type":"post","link":"https:\/\/tilt.work\/blog\/2020\/07\/31\/her-kommer-sopla\/","title":{"rendered":"Her kommer s\u00f8pla!"},"content":{"rendered":"

Massekorsb\u00e5nd ble det kalt den gang og var egentlig uadressert reklame som ble lagt i postkassene til Ola og Kari Nordmann. Jeg jobbet for Posten og tenkte utlevering av post kunne v\u00e6re gode ekstrainntekter ved siden av skolegang. Dette var 80-tallet, hvor reklame p\u00e5 papir fortsatt dominerte markedet fullstendig.<\/p>\r\n

Jeg dro ukentlig ned til Majorstua postkontor i Oslo, plukket opp en trillebag som var full av dagens leveranser og tok t-banen til omr\u00e5det Ullern-R\u00f8a. Nedslagsfeltet for reklamen var villa og rekkehus, s\u00e5 det var et ganske stort strekk jeg m\u00e5tte dekke for \u00e5 komme i m\u00e5l. Men utfordringen var ikke det fysiske; det l\u00e5 i det meningsl\u00f8se \u00e5 fylle opp postkassene med budskap som ingen egentlig hadde bedt om.<\/p>\r\n

For mye papirs\u00f8l!<\/h3>\r\n

En statistikk utarbeidet av Statistisk sentralbyr\u00e5 i 1985<\/a> viste at hele 70 prosent av de spurte mente det kom for mye reklame i postkassen. Fra 1977 hadde andelen \u00f8kt fra 65 til 70 prosent. Og kanskje enda mer interessant: 40 prosent av dem som f\u00f8lte de fikk for mye reklame kastet den fordi det f\u00f8lte det ble for mye papirs\u00f8l.<\/p>\r\n

Det var nettopp den beskjeden jeg selv mottok underveis: Hvis huseierne tilfeldigvis var utend\u00f8rs da jeg leverte reklamen, klarte de ikke \u00e5 holde tett: \u00abHer kommer s\u00f8pla!\u00bb var teksten til gjennomgangsmelodien. For en ung arbeidstaker med begrenset jobberfaring var dette alt annet enn motiverende. Lysten til \u00e5 g\u00e5 med reklame sank som en stein, en del papir ble liggende igjen i garasjen, jeg fikk etter hvert en advarsel etter en stikkpr\u00f8ve, og det endte med at jeg sluttet.<\/p>\r\n

Jeg hadde selvsagt snev av d\u00e5rlig samvittighet, men var f\u00f8rst og fremst lettet over at jeg slapp ydmykelsen med \u00e5 distribuere meningsl\u00f8s reklame. Spesielt fra den eldre garde med god tid, som i dag har tatt over kommentarfeltene. I 1985 viste unders\u00f8kelsen til SSB at andelen som mente reklame var lite nyttig eller ikke nyttig, var spesielt h\u00f8y hos pensjonistene (57 prosent sammenliknet med 43 prosent i hele befolkningen).<\/p>\r\n

Skytset var fortjent<\/h3>\r\n

S\u00e5 hva kunne v\u00e6rt gjort annerledes? Jo, f\u00f8rst og fremst burde Posten ha forklart vi som jobbet med dette hvorfor distribusjonen av denne reklamen var viktig. Kanskje hadde det kokt ned til at Posten trengte \u00e5 tjene penger p\u00e5 denne delen av driften s\u00e5 de kunne finansiere den langt viktigere, ordin\u00e6re postgangen. Det var nok langt verre \u00e5 forsvare spredningen med at uadressert reklame inneholdt informasjon som befolkningen hadde bruk for.<\/p>\r\n

Vi som jobbet med dette i f\u00f8rstelinje stod blottet for motargumenter. Vi f\u00f8lte vel innerst inne at skytset fra m\u00e5lgruppen nesten var fortjent, fordi det var en inngripen i privatlivets fred. P\u00e5 80-tallet var det i det hele tatt mange slike initiativ, som ethvert personvernombud burde ha v\u00e6rt skeptiske til.<\/p>\r\n

Hva med \u00e5 ringe p\u00e5 i leilighetskomplekser for \u00e5 selge sikkerhetsl\u00e5ser til gamle damer som hadde fem liknende l\u00e5ser fra f\u00f8r? Eller langt verre; ringe blomsterbutikker for \u00e5 bekrefte oppf\u00f8ringen i en katalog som ingen hadde h\u00f8rt om. Ren kataloghaivirksomhet med andre ord. Alt dette har jeg v\u00e6rt involvert i, dog i sv\u00e6rt korte perioder.<\/p>\r\n

Om kameler og elefanter<\/h3>\r\n

Heldigvis er dette markedet langt mer regulert i dag. Det er mulig \u00e5 reservere seg mot reklame, og markedsf\u00f8ringen er blitt langt mer m\u00e5lrettet (p\u00e5 godt og vondt). For meg bevisstgjorde det hvor viktig det er for omd\u00f8mmet ditt at du ikke misbruker markedsmakten din.<\/p>\r\n

Posten hadde i flere \u00e5rhundre en s\u00e6rstilling i folks private og profesjonelle liv. Og selv om man ikke kan si at uadressert reklame har v\u00e6rt hoveddriver i \u00e5 pulverisere Postens betydning, b\u00f8r det v\u00e6re grenser for hvor mange kameler man m\u00e5 svelge for \u00e5 tjene penger. Det finnes jo kunder som er som elefanter<\/a>; jo eldre de blir jo bedre husker de uretten som er blitt beg\u00e5tt mot dem.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Har du noen gang levert produkter som kundene absolutt ikke vil ha? For mange \u00e5r siden fikk jeg noen vekkere p\u00e5 hvor provoserende det kan v\u00e6re \u00e5 motta noe man overhodet ikke har bestilt. Det er heller ikke spesielt heldig for omd\u00f8mmet.<\/p>\n","protected":false},"author":11,"featured_media":40834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"footnotes":""},"categories":[159],"tags":[1499],"kompetanse":[],"tema":[],"acf":[],"yoast_head":"\nHer kommer s\u00f8pla! - tilt.work<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tilt.work\/blog\/2020\/07\/31\/her-kommer-sopla\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Her kommer s\u00f8pla!\" \/>\n<meta property=\"og:description\" content=\"Har du noen gang levert produkter som kundene absolutt ikke vil ha? 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