Print Finishing Concepts

Make More Cents, By Using All Senses

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Kansas book binderies , bindery

Post Press Kansas commercial printing company and print finishing services.

In 1965, 3M became the first company to experiment with sensory enhanced printing. While developing microencapsulation for their carbonless paper products, the 3M engineers discovered that they could create a coating that would release an odor when scratched. The result was the advent of “scratch and sniff” technology and the birth of sensory branding.

Over the last fifty years, advertisers have tried to appeal to all five senses by incorporating sensory cues in their marketing. According to a research commissioned by Martin Lindstrom, brand consultant and author of Brand Sense – Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, media that appeal to multiple senses can increase brand impact and engagement by more than 70 percent.

Creating impactful printing that engages multiple senses poses a big challenge for marketing managers, especially those who have limited budgets. Thankfully, advances in print finishing techniques have driven down the cost of sensory print enhancements. Print is no longer static and strictly 2-dimensional. For twenty-five years, Post Press Specialties has helped commercial printers create pieces that engage multiple senses, especially touch.


See Me, Feel Me

A 2015 report from the Shullman Research Center, articulates the effect touch has on purchases. Forty-eight percent of respondents reported that they have bought a luxury product (priced at $1000 or more) based solely on touch.

“It’s fascinating to me that 17 million adults ranked touch as their No. 1 sense and virtually half of these consumers—48 percent—reported that they bought a luxury in the past 12 months. Touch-oriented consumers are the No. 1 purchasers of luxuries,” said Bob Shullman, head of Shullman Research Center. “This finding suggests to me that if a marketer is advertising a luxury that can be touched, the marketer should consider emphasizing the luxury’s touch-ability qualities in the advertising.”

Without a doubt, paper stock is important, but print enhancements that concentrate on touch can help ensure that a appleusppiece will be a success. We’ve become one of the Midwest’s largest binderies by offering a wide range of specialty printing techniques such as embossing, foil stamping, spot 3D varnishing, die cut and letterpress. Most of these enhancements can be applied to most paper stocks and substrates.

Call us today at 816-257-1919 and we’ll show you how to use print finishing techniques to you and your customer’s advantage. We love to show off our equipment, ask about our plant tours.

The reports of Direct Mail’s demise are greatly exaggerated

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If you’re a commercial printer, you’ve no doubt spent some time defending the merits of direct mail. You’ve probably heard things like: “Direct Mail is too expensive”, “Email marketing is so much cheaper” or “People throw junk mail away.” While it’s true that some advertising dollars have been moved out of direct mail, the industry is still relatively healthy. Recent research has indicated that direct mail spending nationwide should grow approximately 3% in 2017.


Direct mail is still one of the best options to get promotions and offers directly into the hands of consumers. This is especially true when compared to email marketing where the latest data suggests that over 98% of all emails go unread. With over 100 billion spam emails sent daily, we can understand why.


However not all direct mail is created equal. You need to do everything possible to ensure that your campaign is a success. At Post Press Specialties, we’ve added print enhancements to tens of thousands of direct mail pieces. Here are some of the things we’ve learned over the past twenty-five years that will make your next campaign a hit.



  1. Say “No” to the ordinary.


In order to get noticed, you have to have your piece stand out. If you’re sending your messages via a standard #10 envelope, STOP. Your piece will just blend in with the dozens of standard letters your prospect is already getting. One of the best ways to get noticed is producing an “odd sized” piece. You’ll have a much better chance if your piece is “unusual”.


Our Young Shin 57” Die-cutter is perfect for producing pieces that are extraordinarily different. We are always telling designers to “stop thinking in right angles”. Chances are, if you can imagine it, we can produce it. Call us at 816-257-1919 and we’ll be happy to show you some of the innovative projects we’ve collaborated on.


  1. Don’t scrimp, Quality is key.


stars-720213_1920It may be an old saying but it’s true: “You don’t get a second chance to make a good first impression.” This is especially true with direct mail. If a prospect isn’t engaged with your piece in the first few seconds, chances are they will never will.


A study by MWV showed that consumers equate the “feel” of a sturdier mailer with a high-quality brand or offer. That perception can drive more consumers to read your message, respond to your offer and increase your campaign’s success.


Thinner, cheaper and flimsier stocks can negatively impact your results. Keep this in mind when choosing paper stock. Saving a little can cost you a lot in the long run.




  1. Enhancements, Enhancements, Enhancements


Make your piece impactful. Compel the reader to pick up and touch your piece. With our expertise and state-of-the-art equipment, we can produce visually appealing pieces that command attention.


Adding print enhancements like metallic finishes, 3D effects and foil embossing will increase your chances of success. Not only do enhancements increase the likelihood your message will be heard, but they also convey an underlying tone of quality for your product and brand. Our MGI JetVarnish 3D spot UV coater is one of our most prized pieces of equipment. The 3D effect that the MGI can do is truly amazing.


  1. Use all five senses


head-1588413_1920Create a multisensory experience with your piece. Touching and feeling will create a connection between your product and the prospect. Adding tactile effects (like 3D effects) will create a visceral and emotional connection with the consumer.


We can create a wide variety of print enhancements that will engage the consumer. Enhancements breathe instant life into an otherwise mundane piece.

You will also be surprised on how cost effective enhancements can be.



  1. It’s Personal



Direct mail has to feel personal to drive action. Sure, it’s impractical to design a piece specifically for one person, but try to make each prospect feel special.


With variable print technology, we can show you how to tailor a piece for each prospect. Want to create a loyalty program and send personalized cards to each recipient? We can do that. Whether it’s small touches of personalization such as embossing a recipient’s name or full-on personalization through specialty kits, making direct mail personal and exclusive increases response rates and strengthens brand loyalty.





Direct mail isn’t dead. In fact, it’s beginning to grow again. A well-designed direct mail campaign can be successful in any industry. Using print enhancements will increase response rates and make your campaign a rousing success.



We’ve become one of the largest binderies in the Midwest by delivering innovative, creative print finishing services to the commercial printing industry for almost twenty-five years. Call Post Press Specialties at 816-257-1919 and we’ll be happy to discuss your next project.

Print Enhancements and Profitability

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A recently published study by The Print Industries Market Information and Research Organization (PRIMIR) looked at print finishing services and their perceived and implied value.

The study looked at 23 printing special effects, including glittergloss & mattescentsscratch-offglow-in-the dark, and textures printed with UV coatings and other specialty inks.

According to Hal Hinderliter who conducted the study, “Adding value to print is often touted as a way to improve the profitability of print service providers, but until now there has never been definitive research on the topic.” Hinderliter’s team surveyed 577 print service providers (PSPs), trade service providers (TSPs), print buyers, brand managers, and vendors through in-depth phone interviews.

Their findings are as follows (graphic courtesy of The Visual Media Alliance):



Post Press Specialties excels in offering the exact print finishing services that were deemed the most valuable. We’ve become one of the Midwest’s largest binderies by continuously reinvesting in our equipment and adding capacity. Here is just a small sampling of what we can do:

We have become one of the most respected binderies in the midwest by helping commercial printers maintain and increase profitability. Call us today at 816-257-1919 and we’ll be happy to help you with your next project, big or small.


Post Press Specialties | Print Finishing Solutions | Independence, MO

Keeping Our Customers Happy

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Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.  -Mary Kay Ash


We all know that in the ultra competitive environment of commercial printing, keeping your customers happy is critical to the long-term success of any business. Retaining a high retention rate within your existing customer base is the foundation of all outstanding and prosperous enterprises. While this would seem like common sense, many businesses fall short and ultimately fail because they don’t have a winning strategy to enhance and cultivate customer loyalty.


At Post Press Specialties, we’re all about building long lasting relationships with our customers. Throughout our almost twenty five years of service to the commercial printing industry, we’ve found that great customer service, engagement and integrity are more than just the right things to do – they are also good for business.


We would like to share our “Great Eight” best practices and invite you to share some of yours.




  1. Values

Research from the Corporate Executive Board that included 7,000 consumers from across the U.S. found that of those consumers who said they had a strong relationship with a brand, 64 percent cited shared values as the primary reason. If you want loyal customers, you need to create real connections with them. While we’re one of the largest binderies in the Midwest, we’ve never lost our “small town” sensibility. Our doors are always open. Call Post Press Specialties at 816-257-1919 and we’ll be happy to take you on a tour of our plant.


  1. It’s not just sales, it’s education

In a recent research study from TARP Worldwide, they found that customers enjoy receiving helpful recommendations on new information and products that will help them achieve better results. We especially love to show our customers ways to reduce costs while keeping the integrity and outstanding quality of their print jobs intact. There isn’t a week that goes by that we don’t suggest a better (and often less expensive) way to finish a print piece.

  1. Customers enjoy businesses who know them

Numerous behavioral psychology studies have shown that everybody views their service experience as more positive when they don’t feel rushed or ignored. We have a personal relationship with all of our customers, big or small. We’ve become good friends with many of our clients.


  1. Teamwork

Countless case studies have made one thing clear when it comes to creating an efficient support system: You need to keep everybody in the loop. We pride ourselves on having many checks and balances during our quality control processes.


  1. Don’t run and hide from your mistakes

We’re not perfect. However, we know that when something does go wrong an apology isn’t enough. We take ownership of our errors and make it right. Commercial printing is a tough industry and we know what it takes to succeed. When mistakes do occur, we painstakingly search for the reason and correct our processes so it doesn’t happen again.


  1. We listen

Over the past twenty-five years, we’ve gotten to know what commercial printers need. Post Press Specialties has become one of the largest binderies in the Midwest by listening to our customers. We pride ourselves on offering the most up to date finishing techniques by investing in our equipment and workforce.


  1. We’re constantly upgrading

We never settle. We’re constantly adding new equipment to better serve the commercial printing industry. We’re especially excited with our two most recent additions: MGI Jet Varnish 3D Spot UV Coater and Young Shin 57” Die Cutter. Give us a call at 816-257-1919 and we’ll be happy to show you what these powerful machines can do.


  1. All our customers are VIP’s

We are committed to treating all of our customers, big or small, exactly the same. It doesn’t matter if you have a $100 or a $1,000,000 job. We’ll offer the same level of professionalism and expertise to everyone.


There are many tactics, but no shortcuts; we know that we can’t “hack” a business relationship. Offering the most comprehensive finishing services to the commercial printing industry is our mission. Call us at 816-257-1919 and we’ll be happy to discuss ways that we can help. “Finishing Strong” is all we do.

Post Press Specialties | Online Nationwide Print Finishing Servcies

Print Market Forecast and Outlook

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The results of the recent presidential and congressional elections  will no doubt be digested for a long time. The effect of Donald Trump’s huge upset, as well as inheriting a republican senate and congress, is to say the least, an uncertainty. Forecasting how this and other economic factors will impact the printing industry is far from easy. However, we have enough data (courtesy of the Printing Industries of America) to draw some conclusions on the current state of the printing industry and what lies ahead.

The Good News
According to PIA’s, Special Report on Economic and Print Market Scan and Forecast, there is some good news:
  • Printing shipments tend to expand when the economy is in a “mature recovery phase,” and this has been true of the economy the last couple of years. Print has been doing very well lately. Indeed, North American print markets have enjoyed robust growth and printer’s pricing and profits have strengthened. In terms of sales, according to the US Department of Commerce Census of Manufacturing data, printing shipments were up 1.6 percent through the first four months of 2016. In comparison, all US manufacturing shipments declined over the same period by minus 2.8 percent, so print exceeded all manufacturing by more than 4 percentage points.
  • Another source, the Institute for Supply Management (ISM), tracks US manufacturing activity in their monthly surveys. Their surveys show that the printing industry ranks near the top in three key metrics among the 18 manufacturing sectors tracked: Printing is ranked number 2 in shipment growth of the 12 manufacturing sectors that experienced increases.

  • The US economy is in the seventh year of recovery from the Great Recession of 20072009. Although the recovery has been sluggish with fairly tepid growth, it has been a sure and steady climb without interruption.
and what might be the best news of all:
  • the severe displacement of print by digital media is now behind us, so print is back as an industry that will grow in normal economic times.


The Meh News

PIA’s economic outlook estimates the chance of recession this year as high as 30 percent. As we mentioned before, it remains to be seen how a Trump presidency will affect the economy. PIA feels that the most likely scenario is a continuation of slow economic growth in the 2-percent annual range.

Post Press Specialties feels that no matter how the economy is doing, our wide range of services are invaluable assets to all commercial printers, big or small. When you need post press finishing services, we’ve got the high-capacity finishing equipment, friendly people, and management team to deliver on your promises – and ours.  Call us today at 816-257-1919.
Post Press Specialties | Bold Folding for your next Print Project | Independence, MO

Bold Folding For Your Next Project

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One of the reasons graphic designers love printing projects on paper is the material’s versatility when it comes to folding. Post Press Specialties has helped many printers and designers create a wide variety of projects utilizing unique folding techniques. Here are just some of the many folding options that we can help you with:



15_brochure_folds_011Basic Half Fold – (also known as a book  fold) is constructed by folding an 8.5” x 11”, 8.5” x 14”, 11” x 17” or 11” x 25.5” sheet of paper once, creating two equal halves.




15_brochure_folds_021Classic Tri-Fold – A tri-fold is formed from one sheet is folded twice (in different lines between them, vertical and parallel) to form three pages, this is why it is called “tri-fold”. These three pages have two sides, which mean that the total pages that are available are six.



15_brochure_folds_031Gatefold – is a document folding method that uses two parallel folds to create six panels – three panels on each side of the paper. The left and right panels are roughly half the width of the center panels and fold inward to meet in the middle without overlapping. Sometimes a Gatefolded piece is folded inward one more time, along a central crease. This method is called a Closed Gatefold or Double Gatefold.



15_brochure_folds_041Four Panel Fold – is formed when the document is creased three times, usually equidistant from each other. This is perfect for promotional leaflets and programs.




15_brochure_folds_051Double Gatefold – In double gatefolds there are three parallel folds. The left and right edges of the paper fold and meet in the middle, without overlapping, along a center fold. Some menus might use a double gatefold or a modified version where the outer panels are one-half to one-quarter the size of the inner panels.



15_brochure_folds_061Z-Fold – A Z-fold brochure—also known as a fan fold or zig zag fold brochure—is constructed by folding an 8.5” x 11”, 8.5” x 14”, 11” x 17” or 11” x 25.5” sheet of paper twice in the shape of the letter “Z”. This is perfect for mailing and “quick glance” handouts.




Four-Panel Accordion Fold – This is the four panel version of the previously mentioned “Z” fold. It makes a nice presentation. Zigzag type of fold, opens in the manner of an accordion, permitting the paper to be extended to its full size with a single pull. Perfect for travel brochures direct-mail pieces.



15_brochure_folds_081Four-Panel Roll Fold – Similar to the four panel accordion fold, 3 parallel folds are made creating 4 equal panels. An inward “rolling” fold is perfect for step-by-step and tutorial information pieces.




15_brochure_folds_091Die-Cut Z-Fold – Just like the regular Z-Fold this piece is constructed folding a sheet of paper twice in the form of the Letter “Z”. Die-cutting the shape of the sheet is a great way for designers to stylize their projects. Our Young Shin Die-Cutter can handle virtually every shape and size. Perfect for trade shows and booth hand-outs.



15_brochure_folds_101Five Panel Accordion Fold – this is the five panel version of the four panel featured above. Perfect for travel brochures. Post Press Specialties is your go-to place for intricate folding projects, like the five panel accordion fold.



15_brochure_folds_111Tri-Fold plus Half-Fold – Folding your piece with a half fold then a tri- fold allows you to to design a large flat sheet in panels and sections plus multiple sides that unfold with a directed narrative while taking up the same amount of room as traditional tri-fold brochures. This process is perfect for maps, charts and large diagrams.


15_brochure_folds_131Eight Panel Roll Fold – Same technique as the four panel roll fold, but double the fun! Post Press Specialties has the equipment necessary to create these impressive pieces. The eight panel is perfect for promotional booklets.




15_brochure_folds_151Sixteen Panel Fold – The possibilities are endless with the sixteen panel fold. We’ve worked with commercial printers and designers throughout the midwest and have created some amazing pieces.





Picking the right fold for your project requires expertise. Post Press Specialties will be happy to guide you through the process. Call Post Press Specialties, one of the midwest’s largest bindery at 816-257-1919 today. We’ve been helping commercial printers “Finish Strong” for over two decades.



Post Press Specialties | Online Nationwide Print Finishing Servcies

Holiday Greetings (already)

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That went fast. 2016 is winding down and the holidays are just around the corner. Time to start gift shopping, plan holiday get-togethers and think about sending holiday cards to your clients and colleagues.

Many businesses leave holiday greeting cards to the eleventh hour and have to scramble to get them out in time. Effective planning and thought can create holiday cards that are not only are beautiful and sincere, but also serve as an effective marketing tool.

If you’re ready to get a jump on the holiday card season, here are five holiday card tips that may be useful to you as you get started.

Create Your Message Early

You are already ahead of the game by thinking about your holiday cards now. In fact, right now is the perfect time to start designing cards. Be creative and don’t hold back. If you have a creative idea, but don’t know how to execute it, Post Press Specialties can help. We have over two decades of experience and have produced thousands of cards.

Be Unique

You can either order cards from a traditional holiday card manufacturer or design your own for a truly special card. Post Press Specialties offers specialty die-cutting and foil stamping that will make your card really stand out. Remember that most companies send out the same type of card year in and year out. Have fun, do something different.

Brand Your Cards

Aside from using your actual business card incorporated into your greeting card, you can consider including some other forms of branding on your card. You will probably want to include your business name and URL, but also consider using your logo and even company colors to tie it all together.

Make It Personal

Post Press Specialties offers a variety of variable print options that can help you personalize your cards to each of your clients. The possibilities are endless. Call us and we’ll be happy to show you some of things we can do. Ask about our MGI’s Digital Foil personalization capability.


Skip Christmas

Who says a holiday card has to be sent for the big holidays? Consider sending a Thanksgiving card or a New Year’s card to separate yours from the masses that hit the mailbox every December.


Before you know it, the holidays will be here. Get a start on your holiday cards by giving Post Press Specialties a call at 816-357-1919.

Reaching Seniors With Direct Mail

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boy-20233_1920A few weeks ago, we posted a blog on the effectiveness of direct mail on young people ( Interestingly, the same can be said for older demographics.


A recent study by Deft Research of older adults shopping for Medicare insurance finds that when communicating with seniors, direct mail is very effective.


While conducting their annual “Age-in Study,” Deft Research surveyed 64-year-olds as they approached Medicare enrollment, as well as seniors who were enrolling late, and found that direct mail was a major motivator for many consumers to visit websites.


“Even though most internet users said they found websites on their own, direct mail was the top promotional vehicle for driving consumers to websites,” the report found. “Mail drove three times more visitors to websites than internet or TV advertisements.”


Direct mail messaging was even more effective in the “upper income and higher educated” segments.


For the first time in the 11 years of the study, internet shopping was the most frequent way that this age group shopped for health insurance. Deft suggests that direct mail can be very effective when the message offers unique shopping values, such as: advice, assistance and opportunities to targeted populations. If you want traffic to your website, direct mail might be the answer.


The study included 1,450 people who were 64 or up to three months past their 65th birthday and not enrolled in Medicare; 153 people aged 65 years and 4 months up through age 68 and not enrolled in Medicare; and 656 people who participated in Deft Research’s 2015 Age-in survey and were contacted again.


Direct mail’s effectiveness will be even more pronounced when adding high visibility enhancements (see white paper). Post Press Specialties diverse manufacturing capabilities can increase the shelf life of any piece. Foil embossing, 3D spot varnishing and die cutting are just a few of the many services we provide. Call Post Press Specialties at 816-257-1919 and we’ll be happy to discuss your next project.


Packaging Trends

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While certain segments of the commercial printing industry have recently faced challenges, the packaging segment has remained robust. A recent study commissioned by Ink Type, projects that the packaging printing market will exceed $580 Billion by 2020. Mintel, a leading marketing research firm, has isolated several manufacturing trends that should continue throughout the rest of the decade.


At Post Press Specialties, we’ve seen firsthand the profound changes that the printing packaging industry has undergone over the last twenty years. We’ve invested in the latest enhancement to print and finishing technologies (MGI 3D Spot Varnish Press and 57” Young Shin Die-cutter) in order to continually serve commercial printers nationwide.


Here’s a look at how the next generation of packaging will engage customers in the next few years:



Free-Coca-ColaEngaging customers on a personal level – Brands are always looking for ways to connect with their customers. Digital and variable print technologies allow manufacturers to provide packaging that is tailored to specific demographics. Coca-Cola did this brilliantly with their “Sharing a Coke” campaign. By printing proper names on individual bottles, they created an emotional connection with the end user. As Mintel points out:


    The unique capabilities of digital printing have captured the attention of retailers, brand owners, and packaging converters around the world. Brought into the global mainstream limelight by the tremendous success of Coca-Cola’s “Share a Coke” campaign, digital printing is capturing brands’ attention by creating opportunities to engage consumers on a local, personal, or even emotional level. With 1 in 5 US Millennials seeking custom or personalized packaging, and nearly one quarter of Chinese consumers indicating they would pay more for personalized soft drink packaging, digital printing is positioned to grow well beyond industry estimates that it’s already accounting for 10% of packaging decoration globally.

Mintel believes 2016 will be the tipping point for digital
package printing, as brands and package converters begin
to move beyond using digital primarily for limited editions and personalization, and begin to capitalize on its economic and speed-to-market advantages for mainstream package decoration.


Flexible Packaging – Walk through any grocery store and you’ll see a myriad of products with flexible packaging. Mintel explains why:


No longer is flexible packaging (specifically pouches) is considered
a compromise. Presently, 32% of consumers images-1associate flexible packaging with being modern, and brands are tapping into flexibles’ nearly unparalleled decoration and marketing opportunities. Add to that the ability to incorporate nearly any functional component of flexibles’ rigid counterpart, and the result is 56% growth in the launches of CPG flexibles according to Mintel’s Global New Products Database (GNPD) between 2010 and 2014. But at what point will flexible packaging, especially stand up pouches, become non-differentiated? And what should brand owners be thinking about next?

In 2016 while brands will still be
looking to pouches to capture consumers’ attention, the truly innovative brands will be looking to the next generation of rigid/flexible hybrids that offer functional and environmental benefits alongside great shelf presence.


We want more! No wait, we want less – Sometimes consumers want more of a product, sometimes less. Consumers are always on the lookout for better bulk value when it comes to commodity items like milk and bread. However, health conscious consumers are becoming more receptive to smaller “trial size” packages when it comes to snacks and cereals. Per Mintel’s study:


Families around the world are seeking
value in larger container sizes for milk. Meanwhile, 39% of UK consumers would
like to see a wider range of smaller bottles of alcoholic beverages. As evident by the 50% of health-conscious snackers saying they’d be willing to try a new product if it comes in
a small, trial-size pack, as brands’ product portfolios grow, the ability to reach consumers in unique and time-shifting use occasions means brand-owners must offer a greater range of pack sizes – both larger and smaller. In 2016, following such major downsizing strategies as those by Kellogg in 2015, if brand-owners are to overcome the growing lack of consumer brand loyalty, they must create and deliver packaging that consumers see as right-sized for themselves, their families, and shifting use occasions.


Offering creative enhancements to packaging over the last twenty years has made Post Press Specialties one of the Midwest’s largest and most respected binderies.



Eco Friendly – While most consumers are receptive to brands offering eco-friendly packaging, they don’t want to pay more for it. This has become a problem for manufactures, especially when they are faced with environmental regulations that dictate packaging constraints. Mintel offers this interesting take:


imgresBrands are searching for environmentally responsible packaging options, consumers are putting the onus on brands to do right by doing good by the Earth. The difficulty is that while consumers want it all, they generally aren’t willing to pay more to get it, and even basic recycling is too difficult for many. Despite best efforts, package recycling is
well below its potential, and most consumers don’t have a real understanding of what to
do with compostable packaging. But what is beginning to resonate are two key initiatives: a focus on alternative package material sources and catering to the 63% of US consumers who’ve stated that reusable and repurposable packaging is a key purchasing driver they see as being yet another link in the long and complex green packaging chain.

When product price and perceived product quality are equal, consumers will be increasingly turning to these eco- and alternative-use attributes as the deciding purchasing factor. Going forward, brands cannot afford to ignore this “ecologically friendly” purchasing driver as they develop their brand positioning and marketing strategies.


Post Press Specialties has become Kansas City’s largest bindery by keeping abreast of market trends and offering creative and innovative print enhancement solutions for over twenty years. Call us at 816-257-1919 and we’ll be happy to help you with your next project.

Post Press Specialties | Online Nationwide Print Finishing Servcies

Young People Love Direct Mail

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We didn’t see this coming.


According to a new joint survey conducted by the United States Postal Service and the American Association of Political Consultants, voters under the age of thirty pay closer attention to direct mail, particularly political advertising, than their older counterparts.


With the 2016 presidential campaign in full throttle mode, these results are even more intriguing. Donald Trump and Hillary Clinton are both vying for the twenty percent of the electorate that under-thirty voters represent. It’s possible that in the battleground states of Florida, North Carolina, Colorado, Nevada, Pennsylvania and Ohio, these voters can sway the election.


Findings from the study include:

  • Millennials prefer political mail over other forms of political advertising. At least 42 percent of millennials prefer direct mail political ads over online ads, with 38 percent favoring both equally. (Twenty percent prefer online political ads.)
  • Millennials are more likely to read, discuss and use political mail. Over twice as many millennials thoroughly read political mail they receive (40 percent compared to 18 percent for non-millennials.) Additionally, they discuss political mail more with others (78 percent compared to 63 percent) and use mail to remind them when to vote.
  • Political mail prompts millennials take action. Because of political mail, 66 percent of millennials are likely to research the candidate, with 54 percent visiting the candidate’s website.


The survey can be found at


We’ve been offering creative print enhancement solutions to commercial printers for over two decades. Post Press Specialties, one of the Midwest’s largest bindery can help make your direct mail piece a success. If you’re looking to increase engagement on your next direct mail piece, give Post Press a call at 816-257-1919.