DIRECT MAIL OUTLOOK — POSTAL REFORM IN PERIL

With postal reform in doubt—a blow to Andersen, who is among the most active printers in the country lobbying for reform—printers need to look beyond pricing concessions as a way to retain customers. “Printers must be able to deliver quantifiable results such as reduced cycle times, cost- effective logistics and optimization of postal spending, which represents more than half of the cost of each marketing program,” he stresses.