The Power of Touch

Sappi North America, provider of fine papers for printing invested deeply to investigate the power of ink on paper and found…

WHAT WE TOUCH SHAPES WHAT WE FEEL.

TOUCH CAN ALSO SHAPE WHAT WE KNOW

Neuroscientists, psychologists, and other researchers have looked at how people interact with paper, comparing it to their interactions with other media in more than 100 published studies since the early ’90s. These studies dominantly show that people read best on paper for three reasons:

  • it makes content more intuitively navigable;
  • it facilitates better mental “mapping” of information;
  • and reading on paper drains fewer of our cognitive resources, making retention a little easier.

All of this is because paper is a physical, tangible medium. ¶

When you consider memory and comprehension, paper looks even better: studies show that when we read on paper we process information differently, sustaining a deeper level of interest.

Online reading is often purposeful and utilitarian, a kind of information foraging.

But paper directs attention and working memory much differently, with a resulting increase in what neuroscientists identify as knowledge rather than recall. ¶

Even “digital natives” are more likely to remember something longer when they read it on paper.  When touch is part of an experience, it helps shift the brain into the deep level of engagement most conducive to building knowledge.

“PEOPLE UNDERSTAND AND REMEMBER WHAT THEY READ ON PAPER BETTER THAN WHAT THEY READ ON SCREEN. RESEARCHERS THINK THE PHYSICALITY OF PAPER EXPLAINS THIS DISCREPANCY.” —FERRIS JABR “WHY THE BRAIN PREFERS PAPER” SCIENTIFIC AMERICAN

The Eagleman Lab took this one step further and tested the effects of paper quality, finding that people who read about a company on heavy, high-quality coated paper understood and remembered the content significantly better than those who read on either lighter, lower quality uncoated paper or on a computer screen. What’s more, they had more positive feelings about the company

Excerpted from A COMMUNICATOR’S GUIDE TO THE NEURO SCIENCE TOUCH

Change of Address Updating

It is estimated that 40 million Americans move each year and that 8% of all mail is undeliverable because of incorrect addresses.

Because undeliverable mail presents a strain to the USPS, the post office requires that discounted mail (such as bulk mailings) make efforts to have the correct address or use alternative addressing, such as Or Current Resident.

A standard part of our service for our clients is to run their mailing list through the USPS NCOA Link—National Change of Address link.

Our license fee offers us changes that have occurred in the past 18 months. It also identifies questionable addresses and non-mailable addresses. We generally return the results to our clients so they can update their database.

The lists we rent or purchase for our clients are usually already NCOAd by the list company.

There is now a service that will go back 35 years to find and change previous addresses—PCOA Plus—Premium Change of Address. In addition, it tracks name information to resolve multiple names or aliases, such as maiden names or initials

PCOA Plus will also confirm that the name associated with the address is current. And it includes 35-year deceased file processing.

Addressing/sending  mail to a deceased individual can cause anguish and anger to the living relatives.

Consider PCOA Plus if you are trying to find and connect to long lost donors, alumni and/or customers.

Contact Darci@dirmailserv.com for more information.

New Postage Rates effective January 27, 2019

The cost for first class stamp will increase to 55 cents ea on Jan 27, 2019. there are other changes but that is one of the biggest increases. But if you think about it, what else can you get for 55 cents? A letter across the country in 2 business days!

Some more good news is that the cost for each additional ounce in first class mail decreased to 15 cents ea (from 21 cents ea).

Meter (or permit imprint) increase from 47 cents to 50 cents each.

There are increases pretty much across the board of all classes of mail–first class presorted, commercial (bulk), nonprofit and package mail. However, the increases are nominal–and in especially the case of nonprofit mail, still very affordable!

Parcel prices increase 12% as the USPS tries to be more in line with parcel carriers.

Click here for a fact sheet summarizing the changes https://postalpro.usps.com/mnt/glusterfs/2018-12/2019-price-change-v.37.pdf