Implementing Mandated Change
Although the new postal rates are now in effect, I have yet to learn how much more it will cost to mail my magazines. Now there is another new postage rule for me to figure out. It’s called upside down addressing.
Essentially, the USPS wants the mailing addresses on magazines to be printed upside down.
That is, if the magazine is turned upside down, the address should read correctly in the upper right corner. I suppose that is to improve automation speed and aid in accuracy. It will also look funny.
On my magazines I put the address on the back cover. This is in part to keep the front cover unadulterated but also because that is how Connections Magazine was when I bought it.
The last thing I want to do is mess around with the addressing. If the USPS can’t read the addresses, I fear having thousands of them returned to me “undeliverable as addressed.” Even worse would be for an entire printing to be rejected at the post office.
Although upside down addressing can be done on the back cover as well, I’ve yet to see an example. It’s safe to say that, be it on the front or on the back, a cover redesign of my magazines will be required. The good thing is that I have a year before it has to be implemented.
Until then, join me in checking out addresses on mailed magazines and watch everyone switch over to upside down addressing.
Learn more about writing and publishing in Peter’s book: Successful Author FAQs: Discover the Art of Writing, the Business of Publishing, and the Joy of Wielding Words. Get your copy today.
Peter Lyle DeHaan is an author, blogger, and publisher with over 30 years of writing and publishing experience. Check out his book Successful Author FAQs for insider tips and insights.