Local Advertising Expected to Grow in 2018

Traditional advertising expected to nearly double digital advertising spend in 2018.

Local advertising spend is predicted to reach $151.2 billion in 2018, a 5.2% increase over 2017, according to a recent report by research group BIA/Kelsey.  Digital ad spend is expected to take 35.3% of the overall share while traditional channels represent 64.7%.

Direct Mail

The main driver of local ad spend is direct mail, responsible for $39.5 billion (25.4%) with local TV (13.8%) and mobile (12.6%) filling out the top 3 channels.

NFocus is your direct mail data partner.  We are here to help guide you through the process from selecting the right targeted list, maximizing your postage savings, and analyzing your results to improve your next campaign.

The Listcounts data portal and ResQue software platform are NFocus developed solutions that give you 24/7 access to the top direct mail databases along with extensive reporting and mapping functionality.  Our team of Account Managers are also here to help you select the right list to meet your target audience.

Listcounts Direct mail data portal

The NFocus Data Processing department is on-site and provides complete mail data processing services.  From list hygiene to complex presort processing, the Data Processing team is your experienced resource to help you minimize waste and maximize postage savings.

NFocus also gives you access to powerful resources that help you measure the success of your direct mail campaign and improve future campaigns.  The Data Processing team can provide match-back reporting to give you an accurate look at what campaigns are driving engagement.  The proprietary NSight report identifies the demographic profile of your best customer helping you make better targeting options.

For nearly 30 years NFocus has been helping our customers navigate their complex direct mail data options.  Contact us today for more information on how we can help your next campaign.

First US Postage Stamp Issued 170 Years Ago

July 1st marks the anniversary of the first United States postage stamp being issued back in 1847.

The first general issue postage stamps went on sale 170 years ago in New York City.  Prior to this letters were taken to a Post Office where the postmaster would individually inspect each one.  The postmaster would consider the number of pages in the letter and the distance it would travel before issuing a rate, which would then be noted in the top right corner.  Postage could be paid in advance, by the recipient once delivered or partially by both parties.

The first two stamps featured Ben Franklin, the first Postmaster General, and George Washington.  Franklin’s stamp was priced at five cents while Washington’s stamp was valued at ten cents.

Even though the first stamps were issued in 1847 other payment methods were still used until 1856 when the use of government issued stamps became standard.

 

Source: USPS

USPS Facts & Figures

Some interesting facts about the United States Postal Service

 

  • In 2016 the USPS delivered 153.9 billion pieces of mail, or about 47% of the world’s mail volume
  • There are 156.1 million delivery points with 1.1 million new delivery points added last year
  • The USPS processed 37 million address changes in 2016
  • If the postal service was in the private sector it would rank 39th in the 2016 Fortune 500
  • The Hinsdale, NH post office has been operating in the same building since 1816, the oldest post office location to do so
  • The longest rural delivery route is in Magnum, Ok which requires the carrier to travel 182.75 miles a day
  • The postal service ordered more than 700 million rubber bands in 2016

 

 

Source: USPS Postal Facts 2017