In response to Mr. Moeller”s letter in the Record-Bee regarding junk mail, I wish to point out that of the $75 Billion in USPS revenue, about 1/3, or $25 Billion, is paid for by the so-called junk mailers, also known as advertising mail.
According to Mail Moves America, more than 300,000 small businesses rely on advertising mail to reach customers, and these businesses believe that advertising mail is their most affordable, effective advertising tool, which last year is said to have generated more than $686 Billion in increased sales to the US economy. It is also claimed that 8 of 10 households read or scan the advertising mail they receive.
So, I would suggest that we should consider the impact of “raising junk mail prices a bunch” on the economics of the USPS and its more than 650,000 employees, as well as the more than 3.5 million Americans whose jobs directly or indirectly depend on advertising mail.
If the cost burden placed on these small businesses were to increase substantially as Mr. Moeller suggests, it is likely to have a severe impact on the finances of the USPS, already reeling from the loss of first class mail of letters and the many bills and bank statements now sent over the internet. Instead of the proposed five-day service, it could become even less.
On the other hand, if Mr. Moeller and others have an interest to opt-out from receiving advertising mail, they may do so on-line at www.dmachoice.org In this way, the advertiser gets his message to those who wish to receive it, and reduces the overall advertising cost for the businesses.
In the interest of full disclosure, I am employed in the printing paper industry.
John McGann
Lakeport
