USPS Stuck Between Rock and a Hard Place —Michelson

Unfortunately, for producers of printed products such as direct mail, magazines and catalogs, the Postal Service’s continued viability is critical—like it or not. It’s no surprise there’s a direct correlation between a rise in postal rates and the subsequent decreased volume of printed products that direct marketers, publishers and catalogers send through the mail stream. It creates a vicious circle: postal rates escalate, causing mail volume to decrease, resulting in reduced revenues for the USPS and, consequently, its need to raise rates further. And, that’s not even factoring in the amount of First Class mail that’s been lost to electronic communication and online bill paying. As smart phones, electronic tablets and other Web-capable devices flourish, the need for traditional mail, in general, will become increasingly irrelevant to our children and grandchildren. We just need to figure out how to make sure the same thing doesn’t happen to the need for print.

Mark T. Michelson