USPS Custom Pub Serves Small Business

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The U.S. Postal Service created a custom publication that shares ideas to help small business owners and entrepreneurs, the agency said yesterday.


The publication, Impact, is issued in four hard-copy editions and eight electronic newsletter editions annually. A video version will be distributed through news and business Web sites and cable networks' on-demand libraries.


Impact is published by Campbell-Ewald Publishing, Detroit. The USPS owns the magazine and is responsible for editorial content. The print version's initial circulation is 300,000, and first issue went out the third week of January.


The United States has 23 million small businesses, according to the Small Business Administration, providing about 75 percent of the new jobs added to the economy since 2002 and employing almost half of the private workforce.


"Impact is one more example of the value the postal service places on this important customer," said Anita Bizzotto, USPS executive vice president and chief marketing officer.


Impact features columnists from the business community, academia and nonprofit worlds, specializing in challenges faced by small businesses and solutions that save time and money. Each issue contains case studies describing how small business owners resolved problems with the help of mail.


The first issue leads with a column focusing on finding qualified employees, written by William Dunkelberg, chief economist at the National Federation of Independent Businesses.


"There are a lot of resources out there for larger businesses, but small business owners have relatively few ways to network and learn from each other," Bizzotto said. "We see Impact as helping to fill this need."


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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