Australia Post packs in its Priority mag

After 13 years and 53 issues, Australia Post decides to discontinue its business magazine ‘Priority’ as it moves forward with its Future Ready business renewal program.

The high-profile print venture is the latest cutback by the mail carrier as it battles falling mail volumes and growing losses. The organisation says it is moving towards a more targeted method of communicating with its customers.

No details of the new communication strategy are available but Australia Post has been notable absent in promoting mail and print since the ascension of Ahmed Fahour as managing director two years ago. The organisation has undergone major internal changes and claims to have grown revenue by three percent .

One of its stated goals is to make the letters business self-sustaining. The recent rises in pre-sort mailing charges are aimed at increasing revenue in the 60 percent of mail that is commercial.

The decision to discontinue Priority magazine follows AP’s exit from its print management venture, iPrint after ten years. Wellcom purchased the remaining 50% of the JV and will continue to provide Australia Post with pre-media and print management services.