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Targeting Versus Saturation: Derived Demand for Direct Mail

In: Postal and Delivery Innovation in the Digital Economy

Author

Listed:
  • Michael D. Bradley

    (George Washington University)

  • Jeff Colvin

    (USPS Office of Inspector General)

  • Mary K. Perkins

    (Howard University)

Abstract

Over the most recent decade, Postal Operators (POs) have suffered financially from the dramatic reductions in single piece communication mail, which have put Universal Service Obligation (USO) funding in jeopardy. To some extent, however, and especially in the US, weakness in the demand for single piece mail has been partially compensated for by continued strength in bulk mail, though the margin on bulk mail is lower. Electronic substitution has been weaker for presentment mail than for remittance mail. Further, direct mail has held on to its share of the overall advertising market.

Suggested Citation

  • Michael D. Bradley & Jeff Colvin & Mary K. Perkins, 2015. "Targeting Versus Saturation: Derived Demand for Direct Mail," Topics in Regulatory Economics and Policy, in: Michael A. Crew & Timothy J. Brennan (ed.), Postal and Delivery Innovation in the Digital Economy, edition 127, pages 65-75, Springer.
    • Handle: RePEc:spr:topchp:978-3-319-12874-0_6
    DOI: 10.1007/978-3-319-12874-0_6
    as

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