Providing a drain wire to ground (should probably be the same gound as the cartridge employs, such as the phono preamp ground post) from the platter bearing, as TWL suggests, may be of some help, but I'm guessing the mat might effectively insulate the record regardless. As to the question of why, after thoroughly treating both the disk and the TT prior to playing, there is still a mighty "kling und zap" to behold upon side's end, it's simply the result of the record's spinning motion having caused the static charge build-up to re-form anew when atmospheric conditions are favorable (read: dry). Just don't go experimenting with that stuff you add to the clothes dryer, though...
Talk About Static Cling...
..and, no, not from the clothes dryer! This is a frequent occurence to which I hope someone can give me a "why?" answer. Taking a clean LP, using a Zerostat gun and then applying GruvGlide, I supposedly would have eliminated static from the LP. After such treatment, the styrofoam test chip provided with the GruvGlide slides right off and no static appears present. After a one-side play, removing the record makes the hairs on my arms stand straight on end. So much static that if I don't "mute" the preamp, the built up charge will sometimes make the preamp "trip" and shut down as my arm passes in front of the cartridge. What is causing the static to build up so RAPIDLY, and what might I do to eliminate the problem. (MM cartridge, wall mount, no problem with cables crossing).