"We need to be freed from some constraints to get more speed to market and more flexibility," said Susan Plonkey, acting president for shipping and mailing services for the Postal Service in Washington." The Oklahoman reported that "There's value in direct mail and value in mail," Plonkey said, pointing to the USPS' recent hugely successful advertising campaign for its flat rate boxes ("If it fits, it ships."). The campaign, which had a $38 million profit margin, not only included TV ads, but also radio, Web and direct mail, Plonkey said. Direct mail outperformed TV advertising 3-to-1, she said."
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