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"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."
2 | dmneWS | July 26, 2010 | www.dmnews.com media mtv rebrands spanish language channel p4 CommerCe rewards programs gain consumers p8 integrated marketing blending traditional and digital p21 USPS pitches print catalogs Firm upgrades ad 6.5 in. 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% — 4.75 in. OX 4.5 in. A TX 78714-9263 USTIN 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 10UPD0142_E-Trailer_Sales_Force_Kit 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 Market: Run/Disk Date: 05/12/10 REQ they 05/11/10 15:59 not 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 Live: CE: 1/0 Production Artist: MC Writer: R. Slone tive director of the ACMA, said that his Account Execut
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