The price of a Forever stamp and other mail will rise by 3 cents on January 26, 2014. This represents the largest rate hike in 11 years. The increase will be in effect for two years, giving the USPS a temporary shot of extra revenue. “Allowing the rates to remain in effect indefinitely would result in over recovery of the financial impact of the Great Recession on the Postal Service,” wrote the commission.
The PRC (Postal Rate Commission) approved the exigent increase by a 2 to 1 vote, resulting in a 6% overall jump in postal rates. This is the first extra revenue for the USPS since the 2006 law limited rate increases to the rate of inflation.
In addition to First-Class mail, the higher rates will apply to magazines, newspapers, advertising mail and bills – which together account for most of the 158 billion pieces of mail delivered every year.
Men made up 71% of our national workforce and the marketing message reflects it. Check out the reply card; “Gentlemen: I am interested in discussing…”
This piece was printed on textured card stock using 2 colors (which was leading edge), and the reply card is business reply mail. Note the First Class, 6¢ Stamp with Franklin D Roosevelt’s image on the outgoing envelope.
The content is solid direct marketing that stands the test of time. The marketer discusses the importance of a mail list and reviews how to better target. It reads; “We can even breakdown lists by area, income, automobile, hobbies or club affiliations.” Using demographics to identify your audience is the fundamental marketing principle that holds true today. The complexities of our list compilations have significantly increased, and the messaging has changed to incorporate a more diverse audience. However, the basics of direct mail remain unchanged and are unquestionably one of the most powerful and lasting forms of advertising today.
FUN FACTS FROM 1970:
- The annual inflation rate was 5.8%
- The average US Salary was $9,400
- One gallon of gas cost 36¢
- We celebrated the first Earth Day
- 100,000 people demonstrated in Washington DC against the Vietnam War.
- #1 Pop Song in the nation was “My Sweet Lord” by George Harrison
- #1 movie was “Love Story”