You may have seen this phenomenon at your local Best Buy, but get ready – your neighborhood post office may now also sell magazine subscriptions along with your year’s supply of Forever stamps.
Reports from the Mailers’ Technical Advisory Committee indicate that magazine publishers initiated the request, presumably in hopes of garnering additional resources around subscription activity. As for the U.S. Postal Service, increases in the volume of periodicals mail certainly couldn’t hurt.
The plan includes making subscriptions available for sale on the USPS website, usps.com. A more creative (and possibly more effective) component of this program, however, will be to place posters in some post office sites which would feature QR codes that direct the mobile device straight to the subscription forms. The USPS will likely roll this out in a dozen or two test sites, initially.
Still in the development phase, much about this program is yet undetermined. Would these subscription solicitations be for print (mail)-only magazines? Will the publisher pay the USPS a fee? Does the USPS stand to gain anything more than a potential increase in periodicals volume? How will this option fare against other subscription channels?
Stay tuned! We promise to report on developments as they unfold. In the meantime, we’d love to hear your thoughts on this unique business model.