Targeting Versus Saturation: Derived Demand for Direct Mail

Michael D. Bradley, Jeff Colvin () and Mary K. Perkins
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Michael D. Bradley: George Washington University
Jeff Colvin: USPS Office of Inspector General
Mary K. Perkins: Howard University

A chapter in Postal and Delivery Innovation in the Digital Economy, 2015, pp 65-75 from Springer

Abstract: Abstract Over the most recent decade, Postal Operators (POs) have suffered financially from the dramatic reductions in single piece communication mail, which have put Universal Service Obligation (USO) funding in jeopardy. To some extent, however, and especially in the US, weakness in the demand for single piece mail has been partially compensated for by continued strength in bulk mail, though the margin on bulk mail is lower. Electronic substitution has been weaker for presentment mail than for remittance mail. Further, direct mail has held on to its share of the overall advertising market.

Keywords: Equilibrium Price; Postal Operator; Profit Function; Single Piece; Potential Buyer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:topchp:978-3-319-12874-0_6

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DOI: 10.1007/978-3-319-12874-0_6

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