If you’re doing any direct mail in the U.S. – including brochures that may be mailed – then you should look at the new postal regulations. Because it wasn’t just a rate increase that went into effect, it was a change in how the Postal Service calculates rates. Odd size? Lumpy enclosure? Material that might jam the machines? Oh, that’ll cost ya.
Now, I’m not ripping on the U.S. Postal Service. Postage in the U.S. is dirt cheap compared to almost anywhere else in the world, and the standard of service is high.
But, as advertising professionals, it’s important to know media rules because they affect what we produce. An ultra-rigid cover may make a brochure more expensive to mail even if it fits in a standard envelope (section 101, part 1.2e). Our clients are counting on us to know this stuff, and here it is, straight from the source:
http://pe.usps.com/RateCase2007/DMM300_HTML/dmm300_landing.htm
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