USPS pitches print catalogs by ProQuest


"The goal is to convince or persuade companies that have relied on the Internet to grow their businesses through catalogs. Many have gotten to a point where growth is limited," said Tom Foti, manager of marketing mail at the USPS. "What we found was that many companies who went beyond the traditional online model, such as Zappos or Dell, when they expanded into print, their businesses grew in ways they had not thought of."

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									                       2 | dmneWS | July 26, 2010 |

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                      USPS pitches print catalogs Firm upgrades ad
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                                                              6.25 in.

                                                  spend forecast
                                                                                                                                                                       “We see catalogs as a valuable part of the     By mercedes Cardona
                               Attention Sales Force: New campaign Instruction Guide enclosed.                                                                    mail stream and an important part of what           : Global ad spending will rise 3.5% this
                                                                                                                                                                  consumers want in their mailboxes,” said            year, according to media services firm
                                                                                                                                                                  Foti. “There is a growth opportunity there.         ZenithOptimedia, which upgraded its prior
                                                                                                                    PRIORITY MAIL                                 Although a lot of people see momentum               prediction of a 2.2% increase.
                                                                                                                    POSTAGE & FEES PAID
                                                                                                                    USPS                                          going the other way, there is value in the con-        ZenithOptimedia now estimates North
                                                              PO B 149263                                           PERMIT NO. G-10                               sumer getting the catalog in the mailbox.”          American ad spending will grow 1.3% —
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                                                                                                                                                                       The USPS, which saw a net loss of $3.8         1.1% in the US alone — an improvement
                                                                                                                                                                  billion last fiscal year, has asked the Postal      from the 1.5% drop it previously forecasted.
                                                                                                                                                                  Regulatory Commission (PRC) to allow it             Strength in TV sales during the Super Bowl,
                                                                        SAMPLE A SAMPLE                                                                           to enact several rate increases in 2011.            the Winter Olympic Games and increases
                                                                        ADDRESS 2
                                                                        ADDRESS 1                                                                                      It has also asked the PRC and Congress         of between 6% and 10% during the network
                                                                        CITY STATE ZIP CODE                                                                       for permission to reduce home delivery to           up-front sales season will more than offset
                                                                                                                                                                  five days per week. The possible service            declines in print and radio spending, accord-
                                                                                                                                                                  reduction has drawn the ire of catalogers           ing to the forecast.
                                                                                                                                                                  and direct mailers, many of whom have said             Internet advertising will show the biggest
                                                                                                                                                                  they will have to cut back on their mailing         growth this year and beyond, according
                                                                                                                                                                  volumes as a result. The proposal has also          to the revised forecast. Online advertising
                              Catalogs and E-tailing: How to help e-tailers think beyond the web.                                                                 drawn considerable blowback from the two            spending will rise from $49.8 billion and
                                                                                                                                                                  major postal unions. The USPS has argued            10.5% of global spend in 2008 to $82.7 bil-
                       the integrated campaign emphasizes added revenue streams for e-merchants utilizing print catalogs                                          that the rate increases are necessary for restor-   lion and 17.1% of the total in 2012, accord-
                                                                                                                                                                  ing financial health to the organization.           ing to the report.
                        By Frank Washkuch                                    is limited,” said Tom Foti, manager of mar-                                               Foti said that the USPS worked with               Paid search is driving most of the growth
                       :The US Postal Service (USPS) is targeting keting mail at the USPS. “What we found the American Catalog Mailers Association                                                                    in online advertising, but mobile advertis-
                       e-commerce merchants with an integrated was that many companies who went beyond (ACMA) before it launched the campaign
                                                                                                                                                                                                                      ing and social media marketing are growing
                       marketing campaign emphasizing the poten- the traditional online model, Requiredas Zappos toLaser the industry’s ideas on encouraging
                                                                                                                           such proof: Contract                        hear                                           quickly as well. ZenithOptimedia projects
                                                                                                                                                  Quick Print         Mock-up
                       tial of print catalogs. The effort includes or Dell, when 0142_Label expanded into print, CD: the use of catalogs.
                                                                                          File Name: they                 Bill to: 10UPD0142    Executive                                                             paid search will rise from its 2008 level of
                       direct mail, webinars, instructional DVDs their businesses grew in ways 101060 hadCreative Director: S. Taylor
                                                                                          Run/Disk Date: 05/12/10
                                                                                                                          05/11/10 15:59
                                                                                                                                                Art Director: K. Kemmer
                                                                                                                                                                       Hamilton Davison, president and execu-         $23.8 billion to $43.5 billion by 2012, or
                       and web banner ads. The USPS created thought of.”                  Color/Space: 4C + PMS 294
                                                                                                                          CE: 1/0
                                                                                                                          Production Artist: MC
                                                                                                                                                Writer: R. Slone
                                                                                                                                                                  tive director of the ACMA, said that his
                                                                                                                                                Account Execut
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