In his Oct. 23 op-ed column, “Wait a minute, Mr. Postman,” Charles Lane mischaracterized an agreement between the U.S. Postal Service and Valassis Direct Mail. Major advertisers have expressed great interest in this new service as another channel to complement, not compete with, current media to reach potential customers.
This is one example of how the Postal Service is pursuing innovations to increase the value of mail and to retain our business customers. The agreement with Valassis could generate up to $107 million in new revenue for the Postal Service over the next three years. This agreement does not include the carriage of advertising from regional and local advertisers.
While the pricing of this product is specific to Valassis for this agreement, the Postal Service is willing to explore similar opportunities with other mailers. The circumstances and factors that might lead to additional agreements will be assessed on a case-by-case basis.
As advertisers and mailers increasingly look to alternative delivery options, the Postal Service must continue to offer new products and pricing to remain competitive in this evolving marketplace.
Ronald A. Stroman, Washington
The writer is deputy postmaster general of the U.S. Postal Service.