Full-Service IMb to soon hold more value for newspapers

In a column on the website of the National Newspaper Association, Max Heath writes: "Newspapers and other mailers have been getting calls from their district office of Business Mail Acceptance asking them to consider converting to Full-Service Intelligent Mail barcode. The U.S. Postal Service withdrew its rate case proposal for mandatory Full-Service IMb in 2014 after the Postal Regulatory Commission ruled it a price increase, affirming the National Newspaper Association's opposition to making it mandatory. The goal is to get 8 percent signup quota from those contacted by USPS.

"But now that it is not mandatory, NNA is seeing positive developments that make it easier to recommend Full-Service for its members in the future. And that is the way it should be. Newspapers and other mailers should be properly incented to use Full-Service IMb, a more complicated step-up in execution, and not forced. Although it is one most presort software vendors are ready for, not every newspaper uses the more expensive mailing methodology."  Read more from Max Heath.

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