As the largest deliverer of print advertising, the question arises: Is the Postal Service facing the same fate, or is there an opportunity in the decline of a direct competitor?
The answer to this question requires that six questions be answered.
- What are newspapters doing to cope with change that affects the market for advertising?
- How do these changes affect the competitive position of postal delivered advertising and in particular what gaps in advertiser needs are the changes creating that postal delivered advertising could meet?
- How well do existing mail-delivered advertising vehicles fill in the gaps that the changes in the newspaper industry create?
- Could new mail-delivered advertising vehicles fill in these gaps in a way that these new vehicles will have a higher value to the recipient than traditional advertising vehicles?
- Does the Postal Service have operating processes and rate structures that will allow the creation of these new advertising vehicles especially when many of these vehicles may not fit the traditional definitions that define existing mail classes and sub-classes?
- Can the regulatory process handle the creation of new Postal products for which any forecast of revenue and volume would be speculative?