In what might be the first good news for publishers this century, Postmaster Potter
announced in November that due to Post Office over-payments into a pension fund, to the tune of billions of dollars, the USPS would not need to raise rates until 2006!
We can all hope that the advertising recession and circulation pressures will be somewhat relieved by then. It's hard to see how magazines will survive long-term in an business-as-usual environment where customers are not willing to pay much more for a subscription, advertisers want more but are willing to pay less, and costs keep escalating.
The years coming without a postal increase might give magazines the time they need to develop new business models to help them survive and thrive.
Posted by REBECCA STERNER at 12:07 PM |
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