Despite turning up twenty minutes late because he had opted to travel on the tube rather than in a private car, some said that Baker was now properly engaged and aware of the real issues affecting companies.
Speaking at an International Direct Marketing Fair session, hosted by data suppression specialist The REaD Group, the Liberal Democrat MP described himself as a "critical friend" who understands the business which direct mail can generate, but stressed this needs to be carried out with increased environmental responsibility.
Baker said: "Too much material is being binned and wasted. We already have problems with landfill. Just recycling is not enough. So far the industry has responded sluggishly to these challenges.
"I won't mention the J word. I realise that DM accounts for one-eighth of all advertising expenditure. It does work, but I would argue that it doesn't work environmentally."
Baker called on marketers to improve targeting, to act with more honesty and openness, especially with regards to small print, and to support moves to tackle spam mail, or those who used the medium in an unscrupulous way.
He also advised companies to propose a manifesto for action, to work with the press, and to identify those MPs who have shown an interest in the debate.
Baker said: "But please don't send us your whole annual report. One page of A4 with your key findings is sufficient -- or we won't read it."
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