SPECIAL REPORT – PAPER AND ENVELOPES: This much we know
While the direct marketing industry has finally accepted that pricing in proportion is on its way, the paper and envelopes sector seems less clued up on the upcoming changes. Yet it is just as involved.
At best, the current industry attitude toward Royal Mail’s Pricing in Proportion (PIP) plans could be described as resigned. After five long years of consultations, briefings, and speculation about the potentially – if you believe the nay sayers – devastating effects of the new pricing scheme, a date has been set. August 21 2006 – already dubbed `Black Monday’ – will see the direct marketing industry finally go head-to-head with PIP. The task for Royal Mail is now to communicate the possible outcomes of its controversial system.
Because of the vocal nature of some key players, everybody in the direct marketing industry pretty much knows what to expect – or do they? Agencies know they will have to redefine their pricings and liaise with their clients over the changes, and creatives know they will have to align their ideas with the demands of the new pricing structure. But does the supplier side of the industry know what is about to hit it?
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