WASHINGTON: The United States Postal Service (USPS) is launching a bimonthly magazine as part of an effort to increase interest in direct mail. Titled Deliver, the publication will target marketing and advertising executives.
"We really wanted to talk to the advertising and marketing decision makers," said Patrick O'Connell, editor of Deliver. "But [we] needed a way to establish an ongoing dialogue and open their eyes and ears to the world of direct mail."
Hallie Mummert, editor-in-chief of Inside Direct Mail, said USPS needs to increase the amount of direct mail to make up revenue lost from a decrease in first-class mail. "They need to go out and spread the message of direct mail," she said.
"Our idea is to get them thinking about integrating a bit of mail into [ad] campaign[s]," O'Connell said. "We want to explain how you can make advertising and marketing more effective."