How to Deal With the USPS’ Latest Proposed Rate Hike
In a story in Publishing Executive’s most recent issue, writer Eric Butterman queried publishers on how they plan to respond to the USPS’ latest proposed 11 percent rate hike.
1) Promote your online edition. More online readers make for less postage. Yankee magazine now makes two of its 12 issues available only online.
2) Decrease paper quality and size.
3) Clean up your comp list. Some publishers also are now sending only their digital editions to their comp lists.
4) Team up with other publishers to co-mail for deeper penetration into certain postal areas and ZIP code discounts.
5) Keep an eye on development of the “forever stamp”: If passed, the stamp could be purchased at a locked-in rate of $.42, no matter what rates are in the future.
6) Go beyond ZIP-code plus four in your mailing lists to get to the carrier-route level. “Drop-shipping instead of multiple entry points could also save permit fees,” said Evelyn Adenau, circulation director for San Francisco magazine.
7) Budget bigger. Sometimes there’s just no way around increasing costs. Plug in a few more percentage points when budgeting your postal costs each year.
To read the full article online, visit www.PubExec.com.