Direct Marketing: Harried Pace In Race

Second- and third-class mailers have taken an aggressive stance concerning the US Postal Service (USPS), threatening the service's virtual lock on distribution by experimenting with faster paced, private delivery methods. In interviews, Direct Marketing Association (DMA) President Jonah Gitlitz...

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Bibliographic Details
Published in:Advertising age 1989-09, Vol.60 (41), p.S1
Main Author: Busch, Anita M
Format: Article
Language:English
Subjects:
Direct mail campaigns
Direct marketing
Postal & delivery services
Postal rates
Private
Online Access:Get full text
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Summary:Second- and third-class mailers have taken an aggressive stance concerning the US Postal Service (USPS), threatening the service's virtual lock on distribution by experimenting with faster paced, private delivery methods. In interviews, Direct Marketing Association (DMA) President Jonah Gitlitz and Postmaster General Anthony Frank discussed the anticipated postal increase, the reasons behind the emergence of alternative delivery systems, and the actions that they are taking to contain costs. In regard to how the postal rate increase will affect private delivery business, Frank said that, if mailers see no relief in terms of what they think are excess rate increases, an impetus will be provided for alternate-private delivery. Gitlitz stated that there are certain advantages to private delivery, such as more control, flexibility, and the ability to make adjustments from one geographic area to another. He also noted that, for a new system, the DMA tests conducted thus far have been successful. Upcoming tests will include sending unaddressed mail to 100,000 residences in Long Island and Minneapolis and piggy-backing with magazines.
ISSN:0001-8899
1557-7414