Special Report: Paper and Production
This special report bears the moniker of “Printing and Production,” but in all honesty, it’s missing a third “P” for postal. Every discussion of direct mail production for this editorial section either started with or came around to the topic of the recently implemented rate case and the way it’s affecting campaigns. Given some of the drastic changes to postage based on shape, marketers and their mailing services partners have good reason to zero in on these developments.
But not every marketer is heading for the online hills or abandoning large-format controls in favor of letter-size mail. In this report’s main story, “Driving Innovation,” freelance writer Amy Syracuse pulled together a host of ideas that direct mail practitioners have either tested into or are currently developing that promise to help take the bite off the rate hike (the article starts at right).
Syracuse also shares the details of a format used by design software firm Autodesk that proves that while it’s really what’s on the inside that counts, you still have to come up with the most attractive packaging possible to give your message a fighting chance. Learn how Autodesk and Goodman Marketing Partners solved this challenge in “Less Envelope, More Response,” on page 52.
And since there’s no point in beating around the postal bush, we turned to the Mailers Council’s Bob McLean to find out what the U.S. Postal Service’s next moves are now that postal reform is a reality. As he points out in the Q&A on page 53, “The Shape of Things to Come,” the changes are just beginning.
—Hallie Mummert, editor in chief