USPS Starts Custom Magazine on Direct Mail

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The U.S. Postal Service is expected to announce today the launch of Deliver, a magazine targeted to C-level executives about direct marketing and advertising trends.


The custom publishing vehicle has been in concept and development for six months. The 32-page magazine goes to a targeted circulation of 350,000 CEOs, corporate marketers and their creative agencies. It mails today.


Deliver is published six times yearly by Campbell-Ewald Publishing, Detroit. The postal service owns the magazine and is responsible for editorial content. Research will be conducted during the first year to measure its success.


"Deliver is the first and only thought-leadership publication that explores the strategic application and value of direct marketing," said Anita Bizzotto, USPS chief marketing officer. "The magazine's goals are to bridge the direct mail world with advertising, to drive recognition of direct mail as a critical component of any multichannel marketing effort and to stimulate increased consideration and use of direct marketing by top U.S. brands."


The magazine features contributions from well-known DM practitioners and strategists. It provides editorial comment and feature stories that highlight successful direct marketing approaches from some of the nation's leading companies. The premier issue features articles, marketing tips and case studies from Peppers & Rogers, Carlson Marketing Group and The Home Depot's John Costello.


"Deliver demonstrates that there is a place for direct mail in every multichannel marketing campaign," said Patrick O'Connell, Deliver's editor and program manager for promotion of direct mail at the USPS.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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