non profits direct mail
Update on 5 Day Delivery–New Website
The U.S. Postal Service has launched a website on usps.com to provide information to all customers about its proposal to implement a five-day street delivery schedule. The Postal Service proposes to end regular Saturday mail delivery to street addresses as part of a comprehensive plan to ensure that it can continue to deliver affordable service to the American people. Post Offices will remain open on Saturdays.
The website, www.usps.com/communications/five-daydelivery has a planning guide for businesses and household customers, and answers to frequently asked questions.
Target Says It’s Poised to Raise Second-Half Marketing Spending
CFO Says First-Half Savings Will Be Rolled Into Pre-Holiday Efforts
By Natalie Zmuda
Published: August 18, 2009
NEW YORK (AdAge.com) — Target plans to come out swinging in the second half.
Executives today said marketing spending, as a percent of sales, would be up compared with a year ago as the retailer looks ahead to the all-important holiday period. Executives are still feeling cautious about whether consumers will be spending in the second half, but as Target and other retailers begin lapping weaker sales results from last fall, same-store sales are likely to improve.
Douglas Scovanner, Target’s chief financial officer, said that the third quarter, leading into the holidays, is typically a seasonal peak in Target’s marketing and advertising efforts. This year, he said, the retailer has “elected to exaggerate that trend.”
Money to spend
“We expect to spend more as a percent of sales in Q3 and Q4 this year than we did last year,” Mr. Scovanner said during an earnings call. “For the year, our marketing plan is right on. But we have saved some money here in the front half for the expressed purpose of being able to invest it in the back half.”
In the second half of last year, Target spent $451 million on measured media, according to TNS Media Intelligence. In the first quarter of this year, the retailer’s ad spending was down 3% compared with the same period a year ago.
The move comes as execs say the retailer is finally gaining traction in its fight to convince consumers that it’s just as cheap as rival Walmart. Part of that strategy has included the introduction of a “low-price promise.” In March, Target began testing the program in Denver and Orlando, matching competitors’ prices on identical items in local markets. Target took the program nationwide July 12 and has promoted the effort in its circulars and in-store signage.
“We have been confident our prices are right, and we’re seeing our prices are right, because there are very few adjustments being made,” said Gregg Steinhafel, president-CEO, of the low-price program. “It might be one per store every couple of days. So it’s relatively modest. But we think this will be a terrific credibility builder and marketing umbrella to reinforce that we have strong values both every day and on sale.”
Same-store sales down
Same-store sales during the second period continued to lag, however, down 6%. Overall sales fell 3% to $14.6 billion.
When asked directly by an analyst why Target’s sales performance hasn’t been on par with fellow discounters such as Walmart and T.J. Maxx, Mr. Steinhafel said that it was due to consumer perception that Target’s value proposition is not as strong as those rivals. But, he added, the retailer’s research shows that its advertising and in-store signage is starting to “slightly” shift those perceptions.
“We’re starting to see slight basis points improvement in our price perception vis-a-vis where we were in prior periods,” he said. “So, we believe that we’re on the right track. We have made the right adjustments. [We] believe that over time we’ll continue to narrow that perception gap.”
In the second half, Target plans to focus on its pharmacy and grocery areas, both areas that have been outperforming the more discretionary home and apparel categories. A campaign to promote the pharmacy business, including Target’s first TV spot to highlight the category, is planned for the second half. The retailer also plans to sharpen its focus on Halloween, which falls on a Saturday this year. Plans to promote party favors and accessories under $3 are in the works.
Reader’s Digest Plans Bankruptcy Filing
From the New York Times
August 17, 2009, 2:00 pm
By Stephanie Clifford
UPDATE Aug. 17, 3:52 p.m. With comments from the Reader’s Digest Association chief financial officer, Tom Williams, and on the banks’ involvement.
The Reader’s Digest Association announced on Monday that it would file for Chapter 11 bankruptcy protection for its United States businesses within 30 days.
As part of the reorganization, Ripplewood Holdings, the private equity firm that owned Reader’s Digest and installed Mary Berner as its chief executive, will shed its shares and board seats, and existing debt holders will become the company’s owners. Ms. Berner will continue to run the company, and Tom Williams will remain as chief financial officer. The company does not expect to lay off any employees or close any of its publications, Mr. Williams said in an interview.
The value of the company will be much lower under the overhaul. Its debt of $2.2 billion will be reduced to $550 million, according to the agreement it has already struck with the majority of the banks. Ripplewood had bought Reader’s Digest for $2.8 billion in 2007 in a leveraged buyout.
“The bank lenders are taking a fairly significant haircut,†said John Puchalla, a senior analyst at Moody’s. While it was common for junior creditors to take a loss, for the senior creditors to take such a loss is “notable,†he said. “It’s certainly a lot less than the value the lenders viewed at the time of the L.B.O.,†he said.
Mr. Williams said a majority of its lenders had agreed to the terms of the restructuring, and the company expected to speed through bankruptcy, completing proceedings 45 to 90 days after it files, he said.
The filing does not cover its businesses outside the United States; it sells publications and products in 78 countries.
The company has lined up $150 million from lenders, through a debtor-in-possession loan, to help finance it through the restructuring, and will get $400 million more upon exiting bankruptcy, for the
total new debt of $550 million.
“Our banks are 100 percent aligned on the vendors that we choose and serve, so there’s no issue associated with paying any vendors,†Mr. Williams said.
That money comes from its new owners: J.P. Morgan, the company’s agent, G.E. Capital, Merrill Lynch, Eaton Vance, Regiment Capital Advisors, Ares Management, and Davidson Kempner. Although Ripplewood made an offer, “the offer from the lender group looks more compelling,†Mr. Williams said.
The company has an additional $100 million in cash on hand, Mr. Williams said.
The overhaul will save Reader’s Digest $65 million a year in cash-interest expense payments, reducing its annual payments from $145 million to $80 million, Mr. Williams said.
The company will continue to operate as usual once it comes out of bankruptcy, but with significantly less debt, Mr. Williams said. “No employees are going to be affected by this, there’s no-to-little
effect on our vendors, our operational performance remains very sound,†he said.
In the company’s most recent fiscal year, ended in June, its revenues, excluding the effects of foreign exchange, declined 1.4 percent, and gross margins and operating profit were flat with last year, Mr. Williams said. Additionally, ad revenue, which makes up about 9 percent of the company’s sales, were down only 3 percent from last year.
The magazine was founded in 1922, summarizing articles published elsewhere, and grew quickly. The company developed other titles, and, in 1990, went public.
The Reader’s Digest Association has been through a turbulent time in the last several years. In 2007, a consortium led by Ripplewood bought the company for $2.8 billion. Ms. Berner, a publishing executive, was installed as chief executive; her brother, Robert Berner, was then a managing director at Ripplewood.
But the company has lost money every year since 2005. The high debt load of the company had led analysts including Mr. Puchalla to downgrade its debt at the beginning of this year. In June, the company announced it was cutting the guaranteed circulation of the flagship magazine to 5.5 million, from 8 million, and decreasing the frequency to 10 times a year, from 12, along with focusing the magazine on socially conservative values.
Plunge in Credit-Card Mailings Slows
Could this be some good news for a change!From Brandweek
Aug 14, 2009
- Mark Dolliver
When the credit crunch took hold last year, it stanched the usual flood of direct-mail credit-card mailings to U.S. consumers. The subsequent meltdown of the financial system had its own restraining effect on such offerings. But now, a report from Synovate says the research firm’s Mail Monitor operation has detected a bottoming out in the volume of such solicitations.
In the second quarter of this year, says the report, households received 349.1 million credit-car offers in the mail. That’s 67 percent lower than the level of mailings in the same quarter of 2008. But it’s down just 6 percent from the level of first-quarter 2009. Some of the big mailers even increased their volume during the second quarter. Bank of America’s mailings were up 77 percent from the first-quarter-2009 level, and Citibank’s were up 65 percent. Noting that credit-card issuers have been growing less risk-averse than they were earlier in the recession, Synovate goes so far as to predict an “uptick” in card offers next year.
An earlier report from Mintel Comperemedia noted a stabilization (after two years of declines) in the number of mailings sent to households promoting mortgages and home-equity loans. But the nature of the offers has shifted, given lessons consumers have learned the hard way in the past year. Notably, direct-mail offers of adjustable-rate mortgages have “fallen out of favor,” according to Mintel’s analysis.
Of course, the fact that companies are making offers of credit cards and loans doesn’t necessarily mean people are taking them up on it. Polls during the past year have consistently found consumers professing their aversion to taking on more debt of any sort. Typical of the genre was a Gallup poll released last month (based on fieldwork in June) in which 46 percent of respondents said it’s “a bad time to borrow money,” vs. 17 percent saying it’s a “good time” to do so.
Postal Officials Ponder Emergency Rate Increases
From the Dead Tree EditionThursday, July 23, 2009
Postal officials are spreading the word that they may seek emergency rate increases next year.
Various scenarios have been bandied about, including one that would raise the price of the 44-cent First Class stamp to 50 cents and other rates by similar amounts. But after several meetings with postal officials, the Direct Marketing Association is telling some members that the Postal Service is more likely to seek an “exigent increase” of only 2% to 3%, including only one cent for the First Class stamp, to help shrink its multi-billion-dollar losses.
Annual increases in most postage rates are generally capped by changes in inflation. Postal officials are realizing that deflation, especially the drop in energy prices since last summer, will probably mean no such rate increases next year, according to accounts coming out of meetings with postal officials. As Dead Tree Edition pointed out recently, USPS will not be able to institute normal rate increases in May 2011 unless the Consumer Price Index rises at an annualized rate of nearly 5% for the rest of this year.
That’s why postal officials are pondering an unprecedented “exigency-based” rate adjustment, which postal regulations allow “only when justified by exceptional or extraordinary circumstances.” Postal Regulatory Commission rules would also require USPS to discuss the circumstances leading to the proposed increases and “whether the circumstances were foreseeable or could have been avoided by reasonable prior action.”
The PRC would hold a public hearing on an exigent rate request and by law would have 90 days to decide whether “such adjustment is reasonable and equitable and necessary to enable the Postal Service, under best practices of honest, efficient, and economical management, to maintain” appropriate service levels.
The Postal Service, which is supposed to break even, is projecting a loss of about $6 billion this fiscal year. To close that gap, which USPS says will grow unless it takes drastic action, postal officials are also discussing plans with mailer groups and postal unions to transition to five-day delivery in the fiscal year that starts in October 2010. That would require Congressional approval.
The closing of thousands of post offices is a possibility, the consolidation of processing and distribution centers has recently accelerated, and USPS continues to shrink its workforce — all in response to declining mail volume that is causing the budget shortfall.
The meetings have also been an attempt by postal officials to shore up union and customer support for legislation that would reduce USPS’ unusually high pre-payments for retiree health care. The Congressional Budget Office estimates H.R. 22 would save USPS about $2.5 billion annually for the next three years.
Lousy economy has a bright side: Less junk mail
Editor’s note: As a direct marketer, you should see this drop in direct mail as a tremendous opportunity to get your message out there in a less cluttered environment!
By Christine Show
From the Orlando Sentinel
July 22, 2009
Sherry Batts used to sort through stacks and stacks of unsolicited mail, from credit-card offers to requests from charities.
But Batts, as a member of a nonprofit group that runs a tiny post office in the small south Lake County community of Ferndale, has noticed a sharp decline in such mailings.
“That kind of stuff I hardly get anymore,” she said. “There’s just not as much junk mail as there used to be.”
Credit-card mail, which spiked in 2006 to 8.3 billion pieces in the U.S., dropped nearly 35percent in 2008 to 5.4 billion pieces, according to Mintel Comperemedia, a Chicago firm that tracks the direct-mail industry. Direct-mail companies — which used to send unsolicited mail to virtually anyone — are now targeting specific customers to cut back on expenses in this difficult economy.
In a reflection of the struggling housing market, mortgage companies also have slashed mailings. Mortgage companies using traditional mail sent 203 million pieces in 2008, down 75 percent from 800 million pieces at the height of the housing boom in 2005.
“It’s fallen dramatically,” said Stephen Clifford, Mintel Comperemedia vice president of financial services.
These businesses have to rethink how they spend on the services to avoid taking big risks, Clifford said.
“There’s definitely a lot less direct mail than there was even a year ago or even six months ago,” Clifford said. “They’re being much more particular and selective of who they’re offering mail to.”
Companies want the most specific information they can get on potential customers — for example, whether someone has children, a swimming pool, a pet or certain ailments, said Ken Lombardi, owner of Action Mail Services in Orlando.
Such pinpointing is essential, agreed Jack Curtin of Tribune Direct, a direct-mail marketing company owned by Tribune Co., whose media holdings include the Orlando Sentinel.
“We lead with data to help them [clients] to understand who their best prospects are and target those prospects,” Curtin said.
Postal Service concerned
The industry’s changes have hurt the U.S. Postal Service, one of the largest avenues for direct-mail companies to reach customers. The Postal Service doesn’t record drops in direct mail but is aware of the situation nationwide, said Elaine Pancake, spokeswoman for Orlando-area post offices.
“It affects us in that we have a lower mail volume,” Pancake said. “There’s a concern.”
The Postal Service already is struggling with large deficits, including a potential $6.5 billion loss this year.
Besides declining advertising budgets, the Internet is playing a role in the dwindling direct-mail volume.
Marketing companies now have more options on how they can get the word out, including e-mail, text messages and Web sites to target specific audiences.
“Communication is more effective if you can do it over more than one channel,” Curtin said.
Low point?
One bright spot for direct mail may be banks. Hit hard by failed mortgages and foreclosures, they are pushing to increase new checking accounts, Clifford said.
So far in 2009, bank mail about checking accounts has reached its highest level since 2005 with 226 million pieces of mail, according to Mintel Comperemedia data.
“Despite the challenges banks are experiencing in this recession with mortgage losses, they are continuing to market checking accounts and savings accounts,” Clifford said. “They are looking for more deposits in order to keep sustaining their loan business.”
But Clifford said it’s too early to tell when and if the decline in the direct-mail industry will pick up again.
But as the industry continues to reinvent itself and recovers from economic turmoil, the numbers of direct mail may increase.
“Perhaps we reached the low point,” Clifford said. “It’s definitely anyone’s guess at this point.”
Few Bright Spots In Media Sales Forecast: Magna
From DIRECT: Jul 14, 2009 1:23 AM
Media supplier advertising revenue will sink to $161.4 billion in 2009, according to media services firm Magna. That figure represents a 14.5% drop from 2008’s level. And there isn’t much hope for recovery during the next few years: Magna anticipates the compounded annual ad revenue growth rate between 2009 and 2014 to be only 0.9%.
At least that represents growth. Radio ad revenue has dropped of late, dipping to $14 billion in 2009. And the next five year’s won’t be fun, either, with radio ad revenue slipping by 0.8% a year.
And at $15.7 billion, magazine spending has plummeted, and there isn’t much hope for turnaround. Its declines will continue through 2014, on a compounded annual basis of 3.3% every year.
Move from slick paper to pulp, and the future looks bleaker. Total ad sales for newspapers – including online revenue – will amount to $28.5 billion, and that number is going to drop by 3.7% annually through 2014.
What good news there is, is tepid. For instance, total television consumption is set to rise, as population increases and viewing will outstrip embracement of digital video recorders. Total television spending, which stands at an estimated $47.7 billion for 2009, will rise by 3.2% during the next five years.
And while the rate of broadband computer penetration is slowing, it is still rising and should it 70% by 2014. At that time, most computer access will be broadband-based, Magna predicted.
Where is growth? No surprise there: Direct online media expenditures will amount to $13.9 billion in 2009, and will increase between this year and 2014 by 10.2% on a compounded annual basis.
Similarly, total online spend, which stands at $23 billion for 2009, will jump by 8.4% compounded annually through 2014.
The biggest surprise may be in Magna’s direct mail predictions. At $19.2 billion, supplier revenue is down 11.2% for the year. But – whether due to postage and printing increases, or a swing back of the pendulum as marketers re-embrace the mail – between now and 2014 it is seen as growing at 2% annually.
Ethical Implications of the USPS Mystery Shopper Program
By Bob Wilson, 6/17/2009 from Postal Mag.com
Over the last several years, I have become increasingly uncomfortable with the ethical implications of the deceptive practices of the USPS retail operation, as exemplified by the “Sales Script” and enforced by the “Mystery Shopper” program. These unscrupulous tactics, dictated by somewhere far up the chain of command (perhaps from the PMG himself), amount to nothing short of theft, in addition to treating our customers with contempt as it relates to their time and individual needs. This was brought into clear focus recently by a transaction with a young lady I have met at church, but whom I have never seen previously at the Post Office.
Like many college students, she had completed her courses for the term and had sold (via eBay or similar) one of her used textbooks. According to the Sales Script, I was to offer her Express Mail (which, priced around $35, was almost surely inappropriate for such a transaction), and if/when she declined that, to offer her Priority Mail. In this instance, Priority Mail for that heavy textbook would have been in the range of $15 – $20, still far more than was warranted by the situation. Still according to the Sales Script, only when she specifically asked if there was anything less expensive was I allowed to tell her about Parcel Post, priced around $9 or $10. I have been explicitly instructed NEVER under any circumstances to offer Media Mail unless the customer specifically requests it, even if it seemed obvious that this was the best option for the customer’s needs.
By this point in the transaction, my conscience was literally screaming at me to tell her that there was a less-expensive option; to do otherwise would be a lie of omission. Here is a parallel example from another industry (http://www.wwdmag.com/Straight-Talk-About-Ethics-article3354):
If what you are saying or doing may harm the customer, it is unethical. Also, remember that we owe it to our customers to place their needs over ours. For example, Bob is two months behind in his car payment. His boss told him that if he doesn’t sell something tonight, he is fired.
He goes out on an appointment. The customer has a broken softener that could be repaired for $75.00. If Bob sells that client a new softener instead of telling them it can be repaired, that would be unethical, as it puts Bob’s need ahead of the client’s. It is a lie of omission not to disclose the situation to the customer. It does harm to the client. No one will ever know what Bob did if he unethically sells that softener, but doing right when it hurts and when no one will know is the mark of character.
In this instance, despite the knowledge that it was a direct violation of the official Postal policies that had been given to me, I told the young lady about Media Mail (priced around $4), which she gladly chose to use. I could not have done otherwise. But ALL of our customers deserve this same honesty, not just the ones we might happen to know personally. It is also unethical to show favoritism by telling some customers about better prices while withholding that information from others. Many of our customers are quite limited in their understanding of postal polices and pricing; they are dependent on us to inform them of their options. This is especially true of the elderly, young adults, and those for whom English is a second language. It is just plain wrong for us to take advantage of their ignorance; and we owe it to ourselves to resist this dishonesty.
some fluff
Bounce This Along!
The US Postal service sent out a message to all letter carriers to put a sheet of Bounce in their uniform pockets to keep yellow-jackets away.
Use them all the time when playing baseball and soccer. I use it when I am working outside. It really works. The insects just veer around you.
All this time you’ve just been putting Bounce in the dryer!
1. It will chase ants away when you lay a sheet near them. It also repels mice.
2. Spread sheets around foundation areas, or in trailers, or cars that are sitting and it keeps mice from entering your vehicle.
3. It takes the odor out of books and photo albums that don’t get opened too often.
4. It repels mosquitoes. Tie a sheet of Bounce through a belt loop when outdoors during mosquito season.
5. Eliminate static electricity from your television (or computer) screen.
6. Since Bounce is designed to help eliminate static cling, wipe your television screen with a used sheet of Bounce to keep dust from resettling.
7. Dissolve soap scum from shower doors. Clean with a sheet of Bounce.
8. To freshen the air in your home – Place an individual sheet of Bounce in a drawer or hang in the closet.
9. Put Bounce sheet in vacuum cleaner.
10. Prevent thread from tangling. Run a threaded needle through a sheet of Bounce before beginning to sew.
11. Prevent musty suitcases. Place an individual sheet of Bounce inside empty luggage before storing.
12. To freshen the air i n your car – Place a sheet of Bounce under the front seat.
13. Clean baked-on foods from a cooking pan. Put a sheet in a pan, fill with water, let sit overnight, and sponge clean. The anti-static agent apparently weakens the bond between the food and the pan.
14. Eliminate odors in wastebaskets. Place a sheet of Bounce at the bottom of the wastebasket.
15. Collect cat hair. Rubbing the area with a sheet of Bounce will magnetically attract al l the lose hairs.
16. Eliminate static electricity from Venetian blinds. Wipe the blinds with a sheet of Bounce to prevent dust from resettling.
17. Wipe up sawdust from drilling or sand papering. A used sheet of Bounce will collect sawdust like a tack cloth.
18. Eliminate odors in dirty laundry. Place an individual sheet of Bounce at the bottom of a laundry bag or hamper.
19. Deodorize shoes or sneakers. Place a sheet of Bounce in your shoes or sneakers overnight.
20. Golfers put a Bounce sheet in their back pocket to keep the bees away.
21. Put a Bounce sheet in your sleeping bag and tent before folding and storing them. It will keep them smelling fresh.
22. Wet a Bounce sheet, hose down your car, and wipe lovebugs off easily with the wet Bounce.
Quick, bounce this along within the next 5 minutes! Nothing will happen if you don’t, but your friends will be glad to hear these hints!
Threat to shutter N.Y. post offices is pushing the envelope
Sunday, June 7th 2009, 4:00 AM
There’s no reason the United States Postal Service should be going broke – but it could end up that way if its managers, including politically motivated members of Congress, don’t wise up.
Countless stories have reported a $6 billion deficit at the postal service, usually ascribing it to the skyrocketing cost of fuel, the increased use of e-mail and the effects of a weakening economy.
There’s no question that the economy is taking a heavy toll. In a recession, it’s natural that businesses – the main users of the mail – send out fewer sales promotions and ship fewer goods. And the national wave of foreclosures means hundreds of thousands of addresses have become vacant places that don’t send or receive mail.
The growing gap between revenues and expenses is cited to explain 25,000 recent layoffs and a shrinking of the mail network that could include 20 shuttered branches in New York City alone. Even with the recent 2-cent increase in the price of a first-class stamp, postal officials still talk about the need for more layoffs, and keep floating the idea of reducing delivery to five days a week.
The doomsday talk is premature. Even though more people use e-mail, the postal service delivered a record high 213 billion pieces in 2006, well into the digital revolution. Even online shoppers have to get physical goods delivered to them, and that usually means a visit from the postman.
In reality, the $6 billion deficit is a burden dumped on the postal service by Congress. By law, the postal service must use current dollars to pre-fund future employee health and retirement benefits, a financial shackling that turns what ought to be a surplus into a deficit.
Before the pre-funding law was passed in 2006, the postal service had fallen behind on paying benefits. That problem, however, has been fixed. A bill currently before Congress can – and should – be passed to eliminate the deficit by relaxing its benefit payment schedule.
But that may not happen. Congress has been horribly slow at correcting problems like the benefits snafu – yet adamant about imposing tough, expensive mandates on the postal service.
Take universal service, the congressionally imposed mandate that mail get delivered six days a week. Despite polls showing that most Americans are willing to live with weekday-only service, a key congressman – Rep. Jose Serrano of the Bronx, who chairs the powerful Appropriations subcommittee that funds USPS – has declared that universal service is here to stay.
“People depend on regular mail delivery and would be greatly inconvenienced by missing a day’s delivery,” he told the Washington Post. “The Postal Service must manage its operations in ways that will not cause consumers to miss out on mail service.”
If only that tough approach were applied to other parts of USPS, like the outrageous salaries paid to top management.
By law – in yet another congressional mandate – the postmaster general’s pay is capped at 20% more than the salary paid to the vice president of the United States. But Postmaster John Potter got around that by adding performance bonuses and other benefits to his $265,000 salary, so much so that his true 2008 compensation was worth $850,000. Deputy Postmaster Patrick Donahoe did pretty well, too, taking home more than $600,000 on a base salary of $238,654.
The lavish packages were approved by Congress, before public outrage led to vows of an investigation by the very same lawmakers.
Potter defends the high pay as appropriate for executives running a $70 billion corporation. That would hold more water if he and his team weren’t so committed to slashing jobs and service levels.
America needs a reorganized postal service that either operates like a truly independent corporation or returns to its roots as a government agency. Today’s hybrid arrangement might satisfy Congress and the postal top brass, but it isn’t working for anybody else – especially the public.
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