Key Notes – Volume 04 Number 04

People:  Wired for Paper – Last year, a Canadian neuromarketing firm conducted a sweeping study for Canada Post that compared the effects of paper marketing (direct mail pieces, in this case) to digital media (email and display ads).  The study revealed direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable and overall effectiveness, referred to as the motivation-to-cognitive load ratio within the study, showed that direct mail scored an average 1.31 compared to 0.87 for all digital channels. According to the Forbes evaluation of this scientific research, “Science clearly shows paper can be more impactful and memorable than digital.”  Source:  Kissmetrics

USPS Numbers Add Up to Busy Season – The holidays are over, but the numbers that show how much work the Postal Service accomplished are still emerging.  USPS surpassed its projections of delivering 750 million packages during peak season, according to new data.  On Dec. 19, one of the season’s busiest days, the Postal Service delivered more than 34 million packages.  “Our employees did a phenomenal job during the holidays,” said Chief Operating Officer David Williams. “We appreciate all of their contributions and look forward to building on our success during peak season 2017.”  Source:  USPS Link

2017 Could be the Year of Resurgence for Magazines – Innovation and audience-led solutions will be the key to success for magazines in 2017.  While print media as a whole hasn’t been attracting the right sort of headlines, with falling audiences and sliding revenues creating a sense of overall decline, I wouldn’t write off the magazines sector.  In fact, 2017 could be the year it re-emerges as a viable medium with a long-term future.  Clearly, there are challenges and the prospect of further consolidation could mean uncertainty.  However, the sector has a sense of buoyancy as magazine publishers are looking at innovative ways to engage their audiences, leading to a deeper brand experience.  Source:  Fipp

PIA Announces the Formation of the “Print Drives America Foundation” – Printing Industries Alliance has announced the formation of the Print Drives America Foundation.  Marty Maloney, the Executive Vice President of the Printing Industries Alliance will take on the additional role of Executive Director of the Print Drives America Foundation.  Tim Freeman, President of the Printing Industries Alliance, gave this recap of the Foundation’s mandate.  “Our members and all printers as well as the industry–at-large has been looking to give print a stronger voice in how it stacks up against other communication mediums.  The Print Drives America Foundation will set the record straight and lift the misinformation mist that has obscured the facts about print and will restore print’s leadership position.”  Source:  What They Think

2017 USPS Promotions & Incentives – The requirements for the 2017 USPS Promotions and Incentives contain some very different standards from 2016.  For example, the promotion period for the Mobile Shopping promotion has decreased by a month and that all mailpieces must be submitted to the USPS Program Office for review and pre-approval.  Click here to see a comprehensive “What’s New” comparison chart.

Going Paperless Does Not “Save” Trees – The concept of avoiding use of paper in order to save trees may seem logical and has been adopted by many.  The reality, however, is that avoiding use of paper may well result in significant loss of forest land in North America.  North American forests are a global resource, providing critical, renewable raw materials for a variety of societal needs.  Even in the face of generally declining paper consumption, harvesting of trees for forest products is stable or increasing in key paper producing regions.  Source:  Two Sides

Postal Reform Bill Needed to Reform ‘Unsustainable’ Trajectory – After years of pressuring from the Postal Service and a series of stalled bipartisan bills, the House Oversight and Government Reform Committee has made postal reform a top priority for this Congress.  Rep. Jason Chaffetz (R-Utah), the committee’s chairman, told lawmakers at a goal-setting organizational meeting that last year’s efforts served as a “good starting point” for getting a postal reform bill on President Donald Trump’s desk within the next two years.  “They’re on a financial trajectory that is unsustainable and we need to engage in bipartisan postal reform,” Chaffetz said.  Source:  Federal News Radio