Editor’s Take: On the Great Postal Disaster of 2007

Now comes the aftermath. How’s this industry going to thrive when its dominant cost center is going through the roof? Certainly your printers, list reps, consultants, industry associations and media partners like us have laid it all out for you by now. Here’s a brief summary:
■ reduce your paper weight;
■ cut your catalog’s trim-size;
■ rely more heavily on the Web and e-mail;
■ overhaul your address hygiene practices;
■ seek out more co-mailing opportunities;
■ try add-a-name; and
■ re-evaluate your contact strategy.