Get ready for a political advertising avalanche. Politicians and the groups that support them are expected to spend a whopping $12.3 billion this year on campaign advertising in an array of media –television, radio, digital, print, and direct mail.
The Postal Service faced its own fiscal cliff in 2012 while the larger mailing industry continued to press for reform and innovation. But don’t count mail out just yet. A strong election season reminded many Americans that mail still matters, even in the digital age. And in Europe, one postal operator didn’t let 500 years of history stand in the way of reinventing itself.
As one of the most hotly contested election campaigns in years comes to a close tomorrow, the media is filled with campaign ads. Whether in the morning newspaper, through social media websites, or during commercial breaks on television, we hear constantly about various candidates and ballot referenda. The mailbox is no exception -- direct mail continues to be a widely used political advertising strategy.
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More than 31 million ballots were expected to have been mailed in the recent 2008 election — nearly twice as many as in 2004. Voting by mail has expanded as more states offer “no excuses” absentee ballots or conduct elections through the mail. Oregon has voted by mail since 1998 and has saved 30 percent of its election costs by eliminating polling places.