IT'S TIME TO GET INVOLVED

The following is a perspective by postal commentator Gene Del Polito for Direct magazine. The views expressed are solely the author's.

Okay, I'm not embarrassed to admit that there are facets of the "postal world" that are less than enthralling. Some aspects, in fact, are down-right mind-numbing. Talking postal to some our industry CEOs is enough to bring some to tears.

That may be the case, but it's no excuse for ignoring what for most direct marketing companies is a key facet of their businesses' operations, let alone their expense. Most would simply prefer to delegate key responsibility for such matters to those who provide them other direct marketing-related production services, such as their letter-house, or printer, or computer services company, or anyone, for that matter, as long as they don't have to tend to it themselves.

For many catalog (and similar direct mail) businesses, postal (which includes marketing- and fulfillment-related aspects) constitutes anywhere from 30-40% of their operating expense. If that holds true for you, then, whether you like it or not, you and your company are IN the postal business.

There are a number of direct marketing executives who can tell you very little about the postal dynamics of their operations, let alone tell you what's going on in the world of postal legislation and regulation that can significantly affect the manner in, and cost by which, they do business.

There's an old saying that "There are three kinds of people in this world. Those who make things happen. Those who watch things happen. And those who wonder what happened." When so much of your business' prospective vitality can depend on what's going on in Washington these days, you'd better not be one of those who merely watches or wonders.

This year, postal legislative reform will be among the key things on Congress' and the Administration's agenda. Some time before mid-year, the Postal Service will be filing a request before the Postal Rate Commission for new, higher rates. Washington decision-makers are begging to hear from those who "actually pay postage" to help them understand how these developments can affect their businesses and the people they employ.

Are you going to be among those who will be at the ready to better inform Washington's postal policy makers on the wisdom of what they may be considering? Or are you going to "delegate" (i.e., abrogate) this responsibility to someone else?

If you'd rather watch or wonder, buy a television set. If you'd rather help make things happen, then now's the time for you to get involved.