Q: What should publishers and mailers be doing to prepare for the impact of Royal Mail USO reform?
A: OFCOM published its final decision on reforms to the Universal Service Obligation (USO) on Thursday, 10 July. We were prepared for the announcement and have been working with our customers accordingly for some time. Ultimately, change is happening and will continue to happen. But the impact may not be truly felt by publishers for a while. In short, a D+3 service will become the standard. However, the good news is that a D+2 service for publishers sending Magazine Subscription Mailmark Large Letters in bags / trays will be retained, which could be a better option for weekly titles most likely to be impacted by the additional time to deliver. Of course, publishers using D+2 will also have to factor in any additional costs. The basic advice still applies — speak to your postal management partner and be proactive when it comes to delivery deadlines and cadence. At this stage, it’s most important to explore and understand the options that will be available.
Q: How can publishers take advantage of incentives provided by Royal Mail?
A: We’ve seen a slight increase in new titles and incentives provide a positive talking point with publishers looking to get more value from their mailings. In most cases, it’s simply a case of informing or reminding publishers of their availability and the option to receive postal credits that are redeemable for future mailings. Currently, there are three incentives: the Publishing Mail Commitment for maintaining volumes, the Advertising Mail test for publishers wishing to test new customer acquisition or magazine subscriptions, and the Publishing Incentive for New Title Launches, with 30% postage credit discounts for the first 12 months.
Q: What trends and opportunities are you seeing in the publishing world?
A: Publishing remains consistent and we are still seeing new titles going to market. Ultimately, so long as you have a viable and original idea, it’s possible to harness a niche audience. At Posthub, we provide services for a wide and varied list of magazines, particularly across B2B industries. This is arguably where the growth opportunities lie as these titles are consumed by a relatively small but engaged readership eager to receive targeted content. I think this trend will continue. In the age of artificial intelligence, information has become a readily available commodity. Which is why now, perhaps more than ever, readers value human expertise. Naturally, AI will continue to prove beneficial in gathering information, facts and statistics, and help accelerate other parts of the publishing process. But the ability to combine data with valuable insights and subject exploration, in a tactile print format, is what sets publishing apart from other mediums.
Q: What’s your take on the resurgence in direct marketing?
A: There’s certainly some good news out there. As reported by the Joint Industry Committee for Mail (JICMAIL), each item of direct mail is now interacted with for a record-breaking 145 seconds whilst in the home. In addition, Nielsen AdIntel revealed that nearly a fifth of UK advertisers used mail to acquire new customers or engage with existing ones in the first quarter of this year. I’m a pragmatist and a realist. This is a different age for mail and publishing rather than a return to what worked well in the past. The real magic is found in connecting different areas of mail and publishing with digital channels for maximum effectiveness. JICMAIL data has highlighted this upward trajectory, with website visits driven by mail, voucher usage, and large purchases triggered by mail witnessing year-on-year increases. The advertisers and publishers that can find an effective blend will continue to flourish.
Q: How is the print channel leading the way on sustainability?
A: Publishers have been acting on environmental concerns and the drive for greater sustainability for some time. For example, it’s now very rare to see a poly wrapped publication. Around 98% of the titles we work with use paper wrapped outers and anything else is likely seen as more costly and more disruptive within the production process. It’s great to see a united front on sustainability, with cross-industry bodies such as PrintGreen (of which Posthub is a supporter) delivering a clear message on sustainability in print, as well as access to information and tools that can help mitigate environmental impact. There was a perception that print is wasteful. But that narrative is shifting as awareness about print’s sustainability credentials has come to light.
Q: What’s in the pipeline from Posthub?
A: The end of the year is typically a busy time for industry events, networking and awards, as well as being a hugely important sales and fundraising period for our customers. We’ll continue to work with our partners, including JICMAIL and PrintGreen, to communicate the benefits of post and publishing, and how the channel can achieve cut-through during this crucial time.
About us
Posthub, part of the Whistl Group, takes a consultative approach to providing publishers with a reliable and cost-effective postage solution.
Our team is passionate about post and we use every ounce of our expertise and capability to get results for our customers. From in-house data cleansing to developing relationships with mailing houses and leveraging the UK’s largest Downstream Access network, we leave no stone unturned in finding ways to add extra value to postal activity.
Ultimately, by making small changes we can make a big difference in a competitive and price-sensitive environment.
Website: post-hub.co.uk
