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Old 23rd March 2010, 02:41 PM   #1
VickiCJ
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Join Date: Mar 2010
Location: Fort Worth, TX
Posts: 2
Default Small Catalog/Magazine Direct Mail

Hello! I have published a few 32-page magazines/catalogs, and have direct mailed them to the same households in my area. I have been in advertising sales for 20 years but was new to the publishing/direct mail business, so relied on my printer to handle the mail list and mailing. My problem is that with each mailing, the postage has run anywhere from .22 per up to .49 per magazine. My printer tells me that there is no way to actually estimate the postage on my product, and I only find out the postage amounts about a week prior to mailing. What I do is create a magazine with a theme, and sell advertising space to merchants who fit with the content (i.e. spring magazine = landscape, lawn advertisers, patio/fence advertisers, etc.); in order for me to be able to figure the amount that I'm going to charge for the advertising space, it's extremely important to know the cost of the postage - the last mailing that ended up at .49 per really ate my lunch (profit)! Any advice/direction that you can offer in this regard would be greatly appreciated! Also, FYI, I always mail 25,000 of these, they are 32 pages on high gloss paperstock, so there is no way that I could address them myself :-)

Thank you!

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Old 23rd March 2010, 05:12 PM   #2
JohnFenton
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Join Date: Mar 2010
Posts: 24
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In order to calculate exact postage you need know 5 things.
  1. The list of names that you will be mailing to.
  2. Where you will be mailing from.
  3. The dimensions of the mail piece.
  4. The weight of the mail piece.
  5. The automation compatibility of the piece.

Without those things you can't get an "exact" amount. However .22 - .49 is a huge variance. You should be able to get a much better ball park estimate than that.

You can also help control your costs based on how you target your list. We should be able to formulate a much better way for you to estimate the costs.

I think my first question is:

What was different between the .22 mailing and the .49?

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