Cinzia Neri

1
PSIG Meeting
The Publishing Mail Market in Italy
The Publishing Mail Market in Italy
The Publishing Mail Market in Italy
The Publishing Mail Market in Italy
Cinzia Neri Mail Division Marketing Bern
12.10.2005
2
Agenda

• Legal framework
• General Requirements
• Traditional offer
• Postatarget Magazine
• Options for the publishing industry
• Value-added services

3
Legal framework 1/2
MAIN GOAL reduce subsidised categories
Regulated by Law Decree No. 353/2003 and Law No.
46/2004
Type of Publisher
Characteristics of Publication
Type of Periodical
Public Corporations
Advertising Newspapers
Advertising gt45 per year
Dedicated Associations
Catalogues
Paying Subscribers lt50
4
Legal framework 2/2
Strict legal constraints for defining categories
Variables
Publisher
Weight
Volume size
Inserts
Place of posting
Registered titles
Non-profit Organizations
3 categories
Standard
5
General requirements

• Frequency Min six-monthly
• Volume size No minimum required
• Registration Local Register or equivalent EU
  authority
• Payment modalities Pre-payment
• Wrapping polythene or envelope
• Sorting 5-digit bundling

6
Traditional offer

• 3 main categories
• Register of Communication Operators
• Rates according to frequency
• Rates according to place of posting
• Max 45 advertising
• Min 50 of paying subscribers
• Non Profit Organizations
• No advertising
• Non subsidised
• Publications not falling in the above categories
• Max 70 advertising
• Max 30 per single advertiser

7
Postatarget Magazine
Ideal for internal external communication and
advertising periodicals

• REQUIREMENTS
• Advertising max 50
• Frequency quarterly
• Weight min 70 gr.
• Volume size 500,000/yearly
• No. of items per shipment 1,000 pieces
• Registration not required
• Rates according to weight and volume size

8
Options for the publishing industry

• Gadgets
• Samples/Inserts
• Size weight limits
• Returns
• On demand
• 2 weight steps
• Subscription programmes
• Promotional initiatives to generate subscriptions
• Promotional mailings for fund raisings
• Posta Press 24 h
• J1 delivery for weeklies
• Accurate sorting

9
The One-stop-shop
Value-added services 1/3
Integrated supply of Value-Added Services (VAS)
Address management
Printing
Packaging
Sorting
Shipping
Management of returns
10
Value-added services 2/3

• Customer needs areas for future development
• Integrated offer for publishers wishing to
  increase subscriptions
• Planning of Direct Mail campaigns
• List management
• Mailing creation production
• Structured offer to support publishers value
  chains
• Campaign delivery and management of returns
• Home delivery and collection of subscriptions
• Accounting

11
Value-added services 3/3

• To create synergies and enhance efficiency, Poste
  Italiane would coordinates most or all
  outsourceable phases
• To reduce costs and streamline processes, Poste
  Italiane would act as the single interface for
  operational management of subscriptions

12
PSIG Meeting
Thank you for your attention
Thank you for your attention
Thank you for your attention
Thank you for your attention
Cinzia Neri Mail Division Marketing PSIG
meeting Bern 12.10.2005