Deutsche Post aims to grow advertising revenues to offset mail ops attrition

Deutsche Post World Net AG. aims to grow its revenues from advertising as a means of offsetting declines in its core mail business, initially via the vehicle of a free weekly newspaper, board member Juergen Gerdes said.

‘Capturing advertisement revenues is a major priority for us,’ Gerdes told Financial Times Deutschland.

The newspaper, which will have a print run of 1 million, will focus on internet, telecoms and computer news.

Gerdes said Deutsche Post is also considering covering additional industries, such as autos, or those threatened by an advertisement ban on television, such as tobacco and alcohol.

Gerdes, who heads the German mail services company’s mail operations as well as its German parcel operations, said the newspaper will help the company to achieve better utilization rates in its German mail distribution network.

Deutsche Post faces volume attrition due to the increasing use of electronic mail.

He said Deutsche Post is also considering entering the TV and online advertising market.

Deutsche Post already distributes a free advertising leaflet with a weekly circulation of up to 17 million copies. Gerdes said the leaflet will generate sales of some 100 million euros this year.

Gerdes said Deutsche Post is seeking to cooperate with publishing houses in printing and editorial content.

Deutsche Post World Net AG. aims to grow its revenues from advertising as a means of offsetting declines in its core mail business, initially via the vehicle of a free weekly newspaper, board member Juergen Gerdes said.

‘Capturing advertisement revenues is a major priority for us,’ Gerdes told Financial Times Deutschland.

The newspaper, which will have a print run of 1 million, will focus on internet, telecoms and computer news.

Gerdes said Deutsche Post is also considering covering additional industries, such as autos, or those threatened by an advertisement ban on television, such as tobacco and alcohol.

Gerdes, who heads the German mail services company’s mail operations as well as its German parcel operations, said the newspaper will help the company to achieve better utilization rates in its German mail distribution network.

Deutsche Post faces volume attrition due to the increasing use of electronic mail.

He said Deutsche Post is also considering entering the TV and online advertising market.

Deutsche Post already distributes a free advertising leaflet with a weekly circulation of up to 17 million copies. Gerdes said the leaflet will generate sales of some 100 million euros this year.

Gerdes said Deutsche Post is seeking to cooperate with publishing houses in printing and editorial content