Innovative Project Leads to Disappointing Results

Innovative Project

Personalization is a terrific way for businesses to tailor their products and services to the specific needs of their customers. Custom colors, shapes and sizes have added tremendous diversity to items such as cell phone covers, clothing, and even automobiles. When one postal organization attempted to do the same with newspapers, however, the results were less than encouraging.

Swiss Post has been marketing a new concept since December 2011 that creates a tailored newspaper experience for its customers. People who sign up for the MyNewspaper service can choose the sections they enjoy from 11 different national and international publishers. Those specific sections would then be printed at the Härkingen Letter Centre and delivered to customers as a single newspaper. Customers could also choose a digital format of the newspaper, if they preferred.

The concept sounds intriguing, but the results were less than promising. The subscriber base for the year-long experimental project was below what Swiss Post had hoped for.  As a result of disappointing sales growth, the project was cancelled before its official launch out of the testing phase.

Would you sign up for a MyNewspaper type of service if it was offered by USPS?

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3 Comments

  1. Anonymous

     /  January 8, 2013

    only if it was free…

  2. Jonn

     /  January 18, 2013

    I get my news online for free. No need for a paper.

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