Advertising circulars not junk mail insists deliverer

It's not junk mail - it's history that is yet to happen, says Doug Patel, owner of A1 Circulars.

After 41 years in the circular business, Mr Patel is facing his greatest challenge yet as councils across Auckland pass laws against putting circulars into letterboxes carrying a "No Junk Mail" sign.

The punishment - a fine of up to $20,000. It comes from a council initiative to reduce household waste and streets litter.

Mr Patel is already trying to work out how to get the message across to his 7000 staff. Among them are new immigrants who don't read English.

He is also questioning whether the fines apply to children on his staff.

But he is also adamant that circulars have unfairly earned a bad name.

"When I started, there weren't any 'no junk mail' signs. We always tried to observe the sign, and we still do.

"But it's not junk. It's a service to people. And it's good stuff for history."

Mr Patel has a collection of circulars dating back to 1964, when Weetbix cost 33c for a large pack, and a block of cheese (Anchor Mild) was 49c. Coca Cola was 16c a bottle, with a 4c refund on the glass bottle.

The only wine advertised is Montana, from the early 70s. It carries the advertising catchphrase: "There's a little snob in all of us ... Montana table wines, for the extravagant mood."

"I bet the majority of people would like this stuff in their letterbox," Mr Patel says, pointing to deals over the decades.

The price - $42.50 to deliver 1000 circulars - has seen politicians, car companies, supermarkets and real estate firms queue for the service.

Mr Patel has even distributed fliers for Waitakere Mayor Bob Harvey, who leads one council that is introducing the law, and other notables including Sir Barry Curtis, and John Banks.

- HERALD ON SUNDAY