What do you get when you take the heaviest piece of mail possible and force it to either jump through hoops or pay huge postage increases? You get the single largest opportunity for the US Postal Service to increase its income quickly.
As someone who has processed flats and catalogs, I can’t say I blame them due to the backbreaking nature of these heavy cumbersome pieces. But we like to help you save postage at each turn. So I am here to guide you through this new information.
USPS Poster 182, January 2009 Specifically Reads:
New Address Standards for Commercial Flat-Size Mail
Effective March 29th 2009
Since you can download the document I won’t copy it verbatim. But I do want to talk about what I see and how it relates to all of you.
The first and most obvious aspect of this entire change of mail processing category is the conversation about the “top” of the mailpiece and specifically if it is on the right or on the left of the publication. Let me repeat that because it sounds so odd (so postal). The TOP is on the RIGHT or LEFT. *chuckling to myself*
Anyway, once you get oriented about RIGHT, LEFT, TOP and “bound edge” this gets easier to understand.
Look at this example:
Notice the Magazine is upside down to us and the address is vertical and parallel to the bound edge. To us this makes the most sense because if you rotated this 90 degrees to the right it would be envelope shaped and the address would be in the correct area. Unfortunately, this is with an address block on the front cover. However, “front cover” is not required but the orientation is. This is not the same place all of you are addressing right now so this was the most important change to look at. Be aware of the address block to the bound edge.
Here is another example:
This is where it goes from obvious to bizarre. First, you now see the “top half” is the bottom half of the magazine. You also see that the address is no longer in the top half and the address block is also inverted. Interestingly enough this is considered with a “loose enclosure” which means it can slide around, however they want it in a specific location. I have to imagine this was built very specifically to a certain project or projects because it doesn’t make much sense at first glance.
Here is another example:
This format seems like it makes sense to the Post Office but I imagine they just don’t realize that this is one of the biggest money spots on a magazine. A back cover ad is real estate that we do not want to give up. It is very common to address on the lower half of the back cover, but rarely ever on the top.
I see this example as the most common money maker for the post office as they struggle to make you give up the largest money makers for you. You’re just going to have to move your customers’ ads to the bottom half and make them happy about it somehow. It is the same square footage ad space but it does feel submissive to the addressing itself. Remember, this heavy magazine mails at first-class rates without it. $1 or more each.
Perhaps it is time to start addressing on the cover to save this valuable ad space.
Put it where you would put the newsstand UPC for non-mailed versions.
I think the most important part to observe on the large envelopes is that in either example the return address is on the left. The “top half” appears to be whichever side the mail-to address is on. These two formats have the smallest change and the option at the right is already the standard in all the large envelopes we mail.
In summary, the biggest concern from our perspective is magazines. There are so many of them out there that are mailed in the first week of each month. I imagine that April 1st is going to be April Fools Day to so many of the Post Office’s largest customers. But this time you won’t be laughing.