Should the United States Post Office be in the business of promoting direct mail?
Yesterday I received a copy of “Deliver,” the USPS’ expensively produced, 32 page magazine. USPS sends the free bi-monthly magazine to 350,000 marketers.
The business world is moving to a paper-less, digital world, but the Postal
Service is trying to promote the value of direct mail and other “innovative marketing tools.”
“Finding innovative marketing tools is a must for any company that needs to promote its brand and products to the consumer,” according to USPS press release announcing the magazine last winter. “Today the U.S. Postal Service is Deliver-ing a magazine for marketers about strategies and trends thatare shaping the world of marketing and advertising.”
My view is that the USPS has no business trying to be in the marketing advice business, especially as their advice is grounded in the old print world, which is hardly innovative. That’s just a bad use of our tax dollars. Not as bad as the USPS’ huge sports sponsorship spends a fewyears ago, but still rather irresponsible.
USPS should take the hundreds of thousands of dollars being spent on the magazine and
address its real issue: how to create a new USPS business model for a world with less and less mail.
Now, back to getting my tax returns completed…