ACMA Contact: Paul Miller
914-669-8391
pmiller@commercemarketing.org
FOR IMMEDIATE RELEASE
Washington, D.C., April 9, 2025 — For more than a decade, the ACMA has been working with Postal Service executives to develop a postal promotion for catalog mail. Starting later this year, this will become a reality: When some postal rates are expected to increase by more than 10% in July, catalog mailers will have an excellent opportunity to all but completely offset the increases by partaking in a new catalog-specific postal promotion.
The USPS filed its general rate case with the Postal Regulatory Commission this afternoon. The complete price filing, with prices for all products, can be found on the Commission’s website under the Daily Listings section, Docket No. R2025-1. The rate case notice can be found here with the catalog promotion description beginning on page 50.
The ACMA stands ready to help its members manage the details of the promotion, referred to as the Catalog Insights Base/Primary Promotion whose purpose is to gain specific insights to how price sensitive catalogs are to rates.
“I can’t think of a bigger win for any postal product group in my 35-plus years in the postal business than this one,” says ACMA President & Executive Director Michael Plunkett. In fact, the catalog rate is expected to be the largest promotional offer in 2025. Pending approval by the Postal Regulatory Commission, the promotion is set to run from October 2025 through June 2026. If approved, it will be further evaluated. For the initial test, the promotion will save catalogers millions of dollars annually.
Test Run
The initial nine-month period represents a test run. “It’s critical that all catalog mailers participate in this lucrative opportunity, along with their mail service providers,” says ACMA Vice President Industry Affairs Lynn Noble. “The ACMA is prepared to work with any member planning to participate to ensure you are registered properly, checking all the right boxes and getting credit for all of it.”
The new catalog promotion is a quantum leap beyond last year’s mail growth incentive, which was available for anyone to enroll, required at least one million pieces in mail volume and growth over their baseline levels to receive a 30% postage credit. The new promotion applies to every piece of catalog mail with no minimum volume requirements.
Discount Applied at Time of Mailing
The discount is taken off the total postage at the time of mailing. “Taking advantage of this new promo is a total no-brainer for any catalog mailer,” says ACMA Executive Vice President & Managing Director Paul Miller. “Mail whatever you’re going to mail, capture the discount, done.”
To make the promo a reality, the ACMA recruited several prominent members, including a valiant effort by Marie Harding, Potpourri Group Vice President Catalog Marketing Emeritus. Potpourri and others provided extensive data on their catalog mail plans to prove to USPS officials the extent to which catalog elasticity is directly tied to postage rates.
ACMA members should not only take part, but encourage their peers – both merchants and suppliers – to spread the word. “We are prepared to assist our members in navigating the process to gain the discount,” ACMA’s Noble said.
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The ACMA (American Commerce Marketing Association) is the voice of the direct and remote marketing industry. It is the only organization advocating specifically for policy and legislation that benefits catalog, online, direct mail, and other remote marketers, as well as their suppliers. Founded in 2007 as the American Catalog Mailers Association, the ACMA is a nonprofit organization.
Price range: $100.00 through $250.00
You can assist with specific areas of ACMA’s program of work by providing much-needed resources dedicated to a particular issue. Our Industry Action Funds are segregated accounts held by ACMA, made available as a “war chest” to deploy on specific issues that impact direct and remote marketers and their suppliers — eliminating the time and effort needed to raise funds in the heat of battle.
Please note that your contributions to ACMA Action Funds will not be used for any general ACMA “corporate purposes” other than a 5% service fee on funds raised and administered. Non-ACMA members are always eligible to make one-off donations. Such contributions support our network of consultants on whom we depend to advocate for the interests of direct and remote marketers and their suppliers. These funds are only used to pay for out-of-pocket expenses of the specific issues outlined below. Large volume donors may be considered for Steering Committees of each Fund. Click here for more information on how the funds are distributed and used.
Restricted Status: Each Fund will be separately administered as restricted under the direction of the ACMA Board of Directors by the ACMA Treasurer and our association accountant. An elected Officer from the Executive Committee or the ACMA Board will authorize disbursements. Details on expenditures will be made available to any material contributor on request. Restricted funds may be released only upon authorization of the benefactor or in the event the contributing entity is defunct, by vote of the ACMA Board.
Use of Funds: Moneys from each fund may be used for hiring lobbyists, economists, attorneys, consultants, public relations or government relations personnel, conducting research or other surveys highlighting positions favorable to cataloging, supporting coalitions or other groups allied to our positions, paying for advertising aimed at influencing elected officials or other stakeholders, organizing grass roots outreach, education or advocacy in support of public policy positions or for other tactics favorable to ACMA policy positions. Money raised will not be used to support any political candidate or political party; these moneys must come from a Political Action Committee.
Lynn Noble is ACMA’s Vice President, Industry Relations, having joined the ACMA in May 2015, following an extensive direct marketing career in private industry as well as the US Postal Service. He is responsible for leading the membership development efforts for the ACMA through new member acquisitions and providing enhanced member value.
Throughout his career, Lynn has held key marketing & sales positions with several leading direct marketers, as well as several high-level management positions with the US Postal Service.
In 2009, at the request of the ACMA, the US Postal Service initiated a new position of Catalog Manager to lead the Service’s efforts to stabilize and grow the catalog industry. Lynn returned to the USPS to lead those efforts and was instrumental to developing a stronger industry partnership between the Postal Service and the catalog industry. Serving as the product manager for catalogs, Lynn helped to raise the awareness of catalog-specific business challenges within the executive ranks of the USPS. During his tenure, the ACMA and catalog companies enjoyed a collaborative and progressive environment that produced more stabilized rates and inclusion in key USPS promotional opportunities.
Just prior to joining the ACMA Lynn was the USPS’s Manager, Strategic Account Operations, leading a team of senior sales professionals who focused exclusively in the Catalog, Mail Order, and E-commerce arena. In addition to his Postal positions, Lynn previously held key positions with leading direct marketing companies, including Cox Target Media, Market Logic, Catalina Marketing, Freesamples.com, and Advantage Direct.
Named Vice President & Deputy Director in January 2010, Miller came to the ACMA following a lengthy career of more than two decades following the catalog/multichannel/e-commerce/retail businesses. Reporting to ACMA president & executive director Hamilton Davison, Miller oversees marketing and communications, membership development, and organizes and oversees ACMA’s National Catalog Forum, while working with Davison on most of ACMA’s postal-related efforts.
Miller started his career as a reporter with Catalog Showroom Business, following a form of retailing that was led by the likes of the Service Merchandise and Best Products retail chains.
After several years of editor/reporter roles with business magazines that followed the toy and gift industries, Miller was named associate editor of Catalog Age magazine (now Multichannel Merchant) in 1986. He rose up the ranks at Catalog Age over the next 18 years to be the magazine’s senior news editor.
Beginning in the late ’80s, Miller became Catalog Age’s postal beat reporter, where he’d follow key postal events and pull out the key catalog mail-related issues for readers. During that time, he attended many Mailers Technical Advisory Committee (MTAC) meetings and National Postal forums.
After leaving Catalog Age in 2004, Miller consulted with several catalogers and multichannel suppliers for a time, he was named news/website editor at Commercial Property News. Less than a year later, he was asked to take the reigns at Catalog Success (now All About ROI) where he served as editor-in- chief from 2006 till the end of 2009.
ACMA appointed Michael K. Plunkett as its President and Executive Director in January 2024, succeeding founder Hamilton Davison. Mr. Davison moved on to own and run a company. Mr. Plunkett brings years of executive leadership experience having been the President and CEO of the Association for Postal Commerce (PostCom) since 2017. In the newly-formed dual role, he will continue his current role with PostCom and the two organizations will operate separately.
During his tenure, PostCom has continued to lead the mailing and shipping industry on policy and regulatory matters and to work with Government agency partners to advance issues of importance to members. Mr. Plunkett is also President of the Delivery Technology Advocacy Council, a nonprofit launched in 2020 to concentrate on delivery and logistics technologies.
Prior to PostCom, Mr. Plunkett accumulated more than 25 years Postal experience with the United States Postal Service in numerous executive roles in operations, marketing, product development and pricing. As a leader within the Postal Service’s management team, Mr. Plunkett developed a well-earned reputation for innovation by leading efforts to develop pricing agreements for domestic services and in the development of the forever stamp and the priority mail flat rate box.
Mr. Plunkett has testified on pricing and policy issues before the Postal Regulatory Commission and Congressional subcommittees. He has authored and presented papers on postal policies, economics, and operations for National and International conferences.
Mr. Plunkett holds Masters Degrees in Business from the Wharton School at the University of Pennsylvania and the Massachusetts Institute of Technology, where he was a Sloan Fellow. He earned a Bachelor Degrees in Economics and Finance from the Pennsylvania State University.
