Postal Service changes its tune


The U.S. Postal Ser­vice is telling its marketing and management team to back off comments critical of newspapers as they promote the new Every Door Direct Mail advertising option.

A spate of complaints from newspapers about postmasters and marketing reps “trashing” newspaper advertising when they introduced local businesses to the new Every Door saturation mail program led the National Newspaper Association to urgently seek a correction from the Postal Service.

Postal Service headquarters advised Max Heath, NNA Postal Committee chairman, that a new directive has been issued.

Postal employees are being directed to position direct mail as an option to be used in addition to other media, not as a replacement.

Every Door Direct Mail allows a small mailer to present direct-mail pieces to saturate mailing routes with fewer than 5,000 pieces.