The study used a two-stage design in which households were recruited to participate in the diary study in a household interview (Stage 1) and recruited households completed a seven-day diary of mail received and sent (Stage 2).

Metrics:

Examination of magazines and newspapers delivered in the mail, how changing demographics are affecting the market for periodicals, and what the implications are for future volume.

Top-Line Results:

• Households receive 6.6 billion periodicals through the mail, compared to 6.7 billion in 2005 and 2006. 
  
  
• Seventy-three percent of all periodicals received by households are magazines compared to 1987 when magazines comprised 59% of household periodicals.
  
  
•  In 2007, households received an average of .8 magazines per week -- a volume drop from an average of 1 magazine per week in 1987.
  
  
• Newspapers make up 18% of periodicals mailed to households, down from 35% received in 1987.

• Higher income and more education translates into more magazines and newspapers received:
  
  
  Periodicals Received by Income and Age of Household Head
  (Pieces per Household per week)

• Household size:  Households with two adults receive more periodicals than one-person households (1.2 pieces v. 9 pieces per week), but the presence of additional adults beyond two does not translate into more periodicals received.
  
  
• Households with Internet access receive more periodicals than those without access.  This is reflective of household characteristics such as income, education, and Internet access. Households with broadband access average 1.2 periodicals a week while homes without Internet access average .9 periodicals per week.
  
  
• The distribution of subscription types has remained nearly constant for 20 years. In 2007, subscription types received:
  
  
  • Paid subscriptions, 45%
  • Free subscriptions (ordered or received as a prerogative of membership in an organization), 39%
  • Gift subscriptions, 4%
  • Subscriptions received, but not ordered or paid for, 1%
    
    Note: percentage does not total 100 due to the exclusion of periodicals sent to non-households and those to which no response was given as to subscription type.
    

• Most publications are produced by commercial or professional organizations. 2007 publications by sender:
  
  
  • Sent by commercial organizations, 74%
  • Sent by professional organizations, 10%
  • Sent by religious organizations, 5%
  • Sent by educational organizations, 5%
  • Unions, charities, veterans’ organizations, and others sent the rest.

Take-Away:

This study, performed annually since 1987 by the US Postal Service, provides a consistent look at households' attitudes towards mail received, such as periodicals. Magazines and newspapers arrive in the household mainly because of consumer choice. Consumers value them and they remain a desirable, viable component in the marketing mix.