USPS offers Deliver, a magazine for (direct) marketers

I just got around to reading a few issues of Deliver - a magazine for marketers. Since I don't do much direct mail any more, I haven't been in too much of a hurry to read them. But the magazine offer some really good techniques and success stories of marketers using direct mail. And that's good for whom? Of course, the post office! And guess who sponsors the magazine. Good guess. The post office. I think the US Postal Service has done a fine job of thought leadership marketing without blatantly pushing a postal agenda.

It's like when Campbell's reminds us that "soup is good food." They don't need to mention the Campbell's brand because, with 80+% marketshare, they'll benefit the most when we all go buy some soup. And with a virtual monopoly on direct mail, who will we use when we decide to use some of the great techniques in Deliver?

What are your marketers doing to get your message in front of buyers? Your company's thought leadership vehicle could also be good exposure for product managers and product marketers.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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