The Balance Between Automation and Creativity
January 26, 2006
I noticed an interesting article the other day regarding the Deputy Postmaster General and a presentation he gave regarding the proposed Flats Sequencing System (FSS). It was posted at http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=35393.
Let me start by saying that I am all for automating the mail. The successes in postal automation are what have helped keep our postal rates stable for four years, drive the opportunities in worksharing, and continue to help push costs out of the system. The question I have lately is: Can we over-automate the system to the point where there is almost no more differentiation in the various mail pieces?
FSS looks to substantially reduce carrier time and cost by having the flat sized mail pieces sorted, grouped, and placed into a special tub for before they arrive to the mail carrier. The cost savings could be enormous as it would remove the significant amount of time carriers spend in the office sorting the mail for their route.
The problem I see with FSS is the proposed placement of the address label. For FSS to work properly, the label has to be placed either at the top center on the front of the publication or on the back bottom. Well, if you’ve looked at a Periodical piece lately you’ll immediately realize that the top center of the front is the location of the masthead! I’m not sure how many publishers are excited about covering their publication name with a label or address block.
The back of the publication isn’t really much of an option either. Typically, this is used for advertisement and is often the most expensive piece of “real-estate” on the publication. Since some publishers already put the address label on the back, this is probably where it would go though. Unfortunately, however, the way the flat tubs are designed, the label on the back would end up being upside down. I wonder what impact that will have on UAA mail!
I do believe FSS will have a positive impact on the mailing industry. I just have to wonder what the real cost is going to be.
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Reader Comments (1)
It isn’t automation that hampers creativity, it’s the regulations that Washington believes are necessary to automate the mail stream. Every time there is a jam in the equipment, someone writes a rule to eliminate the cause of the jam. If the Postal Service continues down this path we will all be utilizing #10 white envelopes for our marketing pieces.
A more reasonable approach would be to establish mail piece descriptions that are known to run well on postal equipment and accept them without question into the mail stream. Instead of outlawing all other possibilities through mind numbing regulations, establish a process where customers that wish to deviate from the norm are encouraged to develop creative alternatives and have them tested and approved for automation. With this approach the Postal Service wouldn’t force customers into white envelopes but encourage them to design creative ideas that were compatible with automation. Automation compatible mail should be the goal not regulations that attempt to force compatibility.
The second issue you have brought to light is that even at the highest echelons of the Postal Service, postal employees are unable to keep their regulations and desire for regulations straight. The deputy PMG wants our delivery addresses to be placed top center on the front or back of flat mail. This potential requirement is in direct conflict with the new strapping regulations requiring bundles to have a vertical band and horizontal band holding bundles together. Neither of these bands is allowed to cross the address, impeding the ability of the automated equipment to read the address. A four-inch label on an eight-inch wide catalogue leaves two inches at the edges for a strap. Strapping at the edges will not secure the bundle for automated processing.
The question becomes do we strap to hold bundles together for automation or leave the addresses exposed so automation can read them? If the Postal Service cannot keep their regulations straight how are customers supposed to comply with the conflicting rules. The message from the Postal Service is clear, plain white #10 envelopes are all our customers should ever need to differentiate themselves from their competition. Everything else is just too complicated to deal with.
Todd Butler
Butler Mailing Services
toddb@butlermail.com