Dead Tree: Will Publishers Be Ready for the U.S Postal Service's Data Deluge?

A potentially powerful partner to magazine publishers is arising in the world of data-driven digital advertising: the U.S. Postal Service.

OK, you can stop laughing now. I’m serious. A new USPS venture called Informed Delivery could create huge opportunities for our industry. The possibilities are probably bigger than even postal officials realize. But I’m dubious as to whether our industry is up for the task.