NIARG EHT TSNIAGA
In the crisis case of dramatic postage increases, the movement along the demand curve will be momentous. Some say catastrophic, some say the death of our industry.
All the opinions and prescriptions offered are well meaning, and all groups identify and understand the existential threat posed by this crisis. In our arena, the associations believe they have our interest in mind, but they have a different calculation on the medium-term predicament that will ensue.
As for the national dialogue, Senators are fighting to keep jobs in their states and are listening to some of the underserved members of their community. These groups have a real need for the Postal Service, as many of them live in rural communities that lack high-speed Internet access today. And sure, the USPS has a genuine mandate to serve the public interest.
Unfortunately, the law of unintended consequences comes into play for this group. For if we push back the dramatic changes necessary for long-term financial viability of the USPS, a worse crisis will come into play just a couple of years from now. And the people we’re ostensibly trying to protect will be worse off than ever. Not only will those people not receive the same mail service in a few years, what will be left of the $1.1 trillion direct marketing industry, along with its 8.4 million jobs?
As a direct mail printer, the viability of our industry relies upon the distribution mechanism that delivers 99 percent of our product—the USPS. The Postal Service has a plan of attack, and it must be allowed to take the dramatic steps needed to ensure its long-term viability. It is a $63 billion business. Yes, demand for its service is real. We cannot let the unintended consequences of local politics destroy our industry.
A third-generation printer, Dustin LeFebvre delivers his vision for Specialty Print Communications as EVP, Marketing through strategy, planning and new product development. With a rich background ranging from sales and marketing to operations, quality control and procurement, Dustin takes a wide-angle approach to SPC