Dear Catalog CEOs: USPS

The USPS is offering to return a fraction of postage costs to big brands spending $250,000,000+ a year on advertising, if they use direct mail and it fails to deliver an acceptable ROI.

And then there's you, the $50,000,000 annual net sales business, fighting for survival, dealing with the possibility of significant rate hike at some point in the near future.

What you think of the message being sent to big brands who don't use this channel, and of the message being sent to small brands who have used this channel for decades?