Research Summaries

A field experiment using print and online versions of an alumni magazine found that the print version had a higher open rate, higher recall, and readers engaged in more browsing. Ironically, although younger readers indicated a preference for receiving an online version, the effect of print on memory performance was strongest among the younger readers.

The latest version of the annual USPS periodicals study examines numbers and trends related to magazines and newspapers delivered via the US mail.

The annual USPS Household Diary Study finds 78% of households read or scan the promotional offers and deals that arrive via the home mailbox; Households studied planned to act on one in 10 pieces of advertising mail received.

Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This field experiment investigates the effect of premium-print advertising's impact on consumer perceptions and intentions.

A UC survey finds the majority of Americans support a Do Not Mail (DNM) initiative. The authors state: "Given the importance of advertising mail as an industry, and of the USPS to United States economic, security, and social interests, our findings could serve as a wake-up call to markets, the USPS, and regulators to more fully explore citizens' rejection of direct advertising mail and find ways to address their concerns while preserving the fundamental service provided by the USPS."