Your Newspaper Matters. But Delivery Delays Are Hurting Us All.
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How does your local newspaper get delivered to you?
That seems like a simple question, but the reality is far more complex.
After we’ve attended meetings, gathered information, taken photos, sold ads, written stories about local people and issues, and laid out each page, the newspaper is printed. But what comes next?
Every subscriber has an individual record with their name, address, payment information, and expiration date. We use a software company called Interlink to manage this, though other options exist. For our seven newspapers, this software alone costs over $700 each month.
Each week, the entire subscriber list for each paper is matched against the latest United States Postal Service records for accuracy. Then the list is sorted according to USPS rules, which include Carrier Route, 5-digit zip code, and 3-digit zip code sorting. Some papers are bundled, while others are placed into mail tubs, all organized to achieve maximum mailing discounts. In many cases, the addresses are sorted down to delivery sequence order for each carrier route.
Addresses are either printed on labels and applied before taking the papers to the post office, or printed directly on the newspaper at the press plant. Either way, they must remain in strict sequence to qualify for mailing discounts.
Calculating postage is another hurdle. Rates vary depending on whether delivery is in-county or out-of-county, the distance traveled (called zones), and the weight and advertising percentage of each edition. Additional discounts, like Destination Delivery Unit (DDU), can apply when we deliver papers directly to the post office that will handle final delivery.
For local delivery, newspapers usually stay at the local post office for your carrier to deliver. The problems start when papers are mailed to other zip codes. Depending on the originating zip code, our newspapers usually begin their journey at processing centers in either St. Louis or Columbia.
If six or more papers are being mailed to a specific zip code, the software packages them together in their own mail tub, which in theory should pass smoothly through St. Louis or Columbia and head straight to that destination. (By the way, we’re also charged for each tub used, whether it holds six papers or 100.) If there are fewer than six for a zip, they get lumped into a larger grouping by 3-digit zip prefix (like 634, 635, 640, etc.), and sorted again at multiple centers before reaching the local post office for delivery.
This entire process should take 3-10 days. Unfortunately, that’s often not the case.
Just this week, I spoke with a long-time Kahoka Media subscriber who lives about 35 miles away in the 635 area. We don’t have six subscribers in her zip code. Her paper goes to St. Louis, gets delayed, then to Columbia, delayed again. She hadn’t received her paper for several weeks and finally canceled her subscription in frustration.
The sad and frustrating truth is, there is nothing we can do to fix USPS delivery delays. We often ask customers to speak with their local postmaster, but sometimes the postmaster calls us instead, accusing us of not mailing the paper. And no, we can’t claim a refund for missed deliveries.
According to the USPS website:
“Periodicals Class Mail is a class of mail consisting of magazines, newspapers or other publications that has the primary purpose of transmitting information. ONLY newspaper and periodical publications meeting mailability standards as well as the general and applicable specific standards may be authorized to mail at the Periodicals class.
The United States Postal Service does NOT guarantee delivery of Periodicals within a specified time.”
A cynic might argue that the USPS simply does not guarantee delivery.
Every week, we field calls from customers who haven’t received their papers for weeks. It’s bad now, and it’s getting worse. And it’s not just periodical mail. This week, I received a bank statement that was mailed from Kahoka in February—128 days ago. Everyone has a story about slow mail.
Here’s the kicker: in July, postage rates for periodicals will increase by approximately 10%, and we expect another increase next January. Right now, we pay about $1,800 each week in newspaper postage. A ten percent increase means an extra $180 per week, or nearly $10,000 more per year. We don’t have a choice—subscription rates will have to go up. We will honor your current rate until your subscription expires, after which your renewal will be billed at the new rate.
If you’re a subscriber with internet access, I encourage you to check out our e-edition. We’re going to make that available free on our website (www.schuylercountytimes.com) for you to try during July. Then, if you prefer, you can switch entirely to the e-edition for just $30 per year. You’ll get quick access and never miss an issue.
Local newspapers matter. We remain committed to keeping you informed, no matter the challenges, because our community deserves nothing less.
Thank you for continuing to support the Schuyler County Times.
– Mike
