Key Notes – Volume 04 Number 51 & 52

AARP Now Averages the Largest Readership per Print Issue – Add another accolade to the trophy case in what has turned out to be a banner year for Mryna Blyth, Bob Love, and co.  According to the latest data from market research firm GfK MRI, AARP The Magazine has overtaken People—a weekly—as America’s most-read print magazine based on the average number of readers per issue.  An average issue of AARP was read by an estimated 38.3 million adults over the reporting period—which ran from October 2016 to November 2017—narrowly edging out People, whose weekly issues were read by an average of 37.9 million adults, according to the data, down from 41.4 million a year ago.  Given its bimonthly distribution to 22 million AARP-member households, the title has a bit of a leg up on the competition, but it’s also steadily grown its print audience over the past several years, adding more than 5 million readers even as Americans of all ages—including those 50-and-up—increasingly access media online.  The data also suggests further evidence that the average print magazine reader continues to age.  Source:  FOLIO

Millennials Are Interested in Catalogs – Catalogs may seem like an outdated way to grab shoppers.  But not if your target is millennials.  Studies from the Data & Marketing Association have shown that the response rate for catalogs has increased in recent years in part because less mail is being sent and millennials happen to like catalogs more than other age groups do.  “Millennials stand out a bit higher than other generations in terms of engaging with mail,” said Neil O’Keefe, the association’s senior vice president of marketing and content. “It’s unique to the generation that hasn’t experienced the amount of mail of past generations.”  Catalogs are not inexpensive when ranked against other forms of marketing. Sending a marketing email is among the cheapest, which can be done for a couple cents, while mailed catalogs can cost 35 cents on the low end to $1 and up.  Source:  CNBC

Marketing Mail Delayed – The mailing industry has a little more time to get used to the term USPS Marketing Mail rather than Standard Mail.  An industry-USPS workgroup has announced that Marketing Mail indicia language will be optional as the official launch date for new language is pushed back to January 2019.  The Mailers Technical Advisory Committee (MTAC) Workgroup 181 started working in February 2017 to ensure a smooth and successful transition to the USPS Marketing Mail name approved by the Postal Regulatory Commission.  The workgroup encourages all industry segments to review software, labeling, and mailpiece postage markings to ensure all possible implications of this change are considered. It has reached consensus on several recommendations, including:

  • The USPS will continue the transition to USPS Marketing Mail; indicia language will be optional (until the January 2019 official launch date, customers wishing to use the language sooner may contact the Pricing and Classification Service Center (PCSC) for approval).
  • All mail shapes may use either Marketing Mail or Standard Mail verbiage; nonprofit mailers may also use Marketing Mail terminology if desired (if so, the indicia should read “Nonprofit MKTG Mail”); verbiage will not change for pallet placards or tray and sack labels, which will still be labeled Standard Mail; existing stamps will keep the same marking—future print runs will be evaluated as needed; and the Domestic Mail Manual(DMM) will be updated with proper markings.

The MTAC workgroup encourages companies to test the indicia marking and to share their results.  Source:  What They Think