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Targeting Versus Saturation: Derived Demand for Direct Mail

  • Michael D. Bradley
  • Jeff ColvinEmail author
  • Mary K. Perkins
Chapter
Part of the Topics in Regulatory Economics and Policy book series (TREP, volume 50)

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 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Michael D. Bradley
    • 1
  • Jeff Colvin
    • 2
    Email author
  • Mary K. Perkins
    • 3
  1. 1.George Washington UniversityWashington, DCUSA
  2. 2.USPS Office of Inspector GeneralArlingtonUSA
  3. 3.Howard UniversityWashington, DCUSA

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