Publishers: New Blow-in Rules Will Reduce Costs

Share this content:
Publishers see a U.S. Postal Service ruling last month allowing them to include blow-ins from other publishers in their magazines as a low-cost way to attract subscribers.

This is the second change in blow-in rules. Last fall the USPS allowed magazines to include blow-in cards for other publications published by the same company or a subsidiary. Earlier this year a USPS periodicals advisory group that included the Magazine Publishers Association and other trade groups asked the postal service to relax the rules further to permit blow-in cards from other companies.

"We thought this would be a natural outgrowth of the first rule relaxation," said Rita Cohen, senior vice president of legislative and regulatory policy for the MPA, Washington. "We also knew this would give magazine publishers a good subscription source, while at the same time encourage more magazines to use the mail."

Experts said that publications likely would exchange blow-in card space rather than sell it. One publication, for example, could run another's cards at a higher frequency in order to make a proportional trade based on differing circulation numbers.

Readers are unlikely to see subscription offers for competing magazines appear in publications, but publishers said there are many opportunities to target non-competing magazines with similar readerships. A women's magazine, for example, could put cards in a home furnishings magazine.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above