Junk mail has long been a sore subject with both consumer advocacy and environmental groups. Growing concerns over privacy and waste have caused some to call for an end to this nuisance altogether. I was surprised to learn that one of the most outspoken critics of limiting junk mail are the very ones saddled with having to deliver it: the US Postal Service.
An upcoming Newsweek article claims that Junk Mail Keeps the Post Office Alive. Direct mailing (a.k.a. junk mail) constitutes 52% of mail volume. The Post Office lost a staggering $1.1 Billion in the last quarter, so you can imagine what a reduction in their junk mail revenue would do to its finances. Those figures remove some of the glow of my praise towards the amazing low prices offered by the Post Office when I discussed economies of scale.
With 44% of direct mail being thrown out unopened, the environmental impact continues to be a concern as well. The concern is two-fold: not only are massive numbers of trees being cut down to supply the paper for direct mailing, but a significant portion of it ends up in landfills without having any consumer impact.
Significantly raising direct mail rates might allow similar revenue to be generated from a reduced volume of junk mail. Clearly, something needs to be done. It’s only a matter of time before a Do Not Mail list becomes a reality. When that day comes, the USPS’s finances are going to go from bad to much worse. In addition to jobs likely being lost, normal mailing rates will have to increase. As I mentioned when discussing why “investing” in forever stamps is a losing proposition, current legislation limits the rise in postal rates to be less than inflation. That basically means that even if rates are forced to go up, the inflation-adjusted income the Post Office receives will surely go down.
Another option would be to charge consumers to be added to the Do Not Mail list. If such a provision were in place, how much would you be willing to spend to eliminate your own junk mail? What other solutions can you come up with to solve this impending problem?
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