DMA Calls on Direct Marketers to Contact PRC Chairman to Encourage Endorsement of Proposed USPS Summer Sale

May 18, 2009 — DMA is asking all direct marketers affected by the USPS and mail to contact the PRC and encourage the expeditious endorsement of the proposed USPS “Summer Sale.” “The sooner the PRC acts, the sooner the marketing community can begin to stimulate our portion of the economy through a much-needed stimulus in retail sales and USPS revenues, all without an infusion of US tax dollars,” said Neil O’Keefe, DMA’s vice president of Catalog and Multichannel Merchant Segments.

In a letter to DMA members, O’Keefe urged members to write to PRC Chairman Dan Blair to encourage the endorsement of the the proposed Summer Sale. The text of the letter follows:

Dear DMA Member,

The USPS has demonstrated their willingness to be proactive and to take advantage of flexible pricing through the recently proposed “Summer Sale”. This sale will provide postal rebates of as much as 30 percent for many mailers. As a marketing community we now need to support this effort by sending a fax to PRC Chairman Blair asking the PRC to expeditiously endorse this program, allowing us to move forward and take full advantage of the benefits throughout the coming summer months. The sooner the PRC acts, the sooner the marketing community can begin to stimulate our portion of the economy through a much needed stimulus in retail sales and USPS revenues, all without an infusion of U.S. tax dollars.

To ensure that the PRC approves the USPS request for a “Summer Sale” in a timely manner we are asking that you fax a signed copy of one of the attached letters prior to close of business on May 21 to the Postal Regulatory Commissioners and the Secretary of the Commission. Those of you, who joined DMA in Washington D.C. on April 16, heard clearly that communication officially entered into the public record is relied on heavily by the PRC when they are weighing a decision.

The fax number for the Commissioners is 202-789-6883

The fax number for the Secretary of the Commission is 202-789-6886

DMA has provided three sample letters available online so that everyone whose business is impacted by the mail can participate. The first letter is for a company that plans to participate in the summer sale. The second is for supplier partners to mailers. The third letter is for mailers who cannot participate in this year’s sale, but hope to participate in future sales to increase mail volume during slow times.

** Access a sample letter for participating mailers here http://www.the-dma.org/postal/ParticipatingMailer.doc

** Access a sample letter for Supplier Partners here http://www.the-dma.org/postal/SupplierPartner.doc \

** Access a sample letter for Non-participating Mailers here http://www.the-dma.org/postal/NonParticpatingMailer.doc

It is extremely important to participate in this process in some way. The USPS has made it clear that if this test succeeds in creating incremental volume that they will encourage this type of pricing strategy in the future as well.

Please fax your letters as soon as time allows and no later than May 21. Encourage your entire staff to participate in this effort and forward a copy of this letter to all of your peers and partners in the direct marketing community. If you or your company has a newsletter or blog, I would also encourage you to add this information to it as soon as possible. This is a significant opportunity during challenging times for the mailing community. Customize these letters as much as you like, but insist that the letter is included in the public record for Docket No. R2009-3.

Please spread the word!

Thank you in advance for all of your efforts!

Sincerely,

Neil O'Keefe

Vice President

Catalog and Multichannel Segments

Direct Marketing Association