Personalised magazines now legal at Australia Post

Changes to Print Post mean that from early September, personalised name and address details can be used for posting magazines. However it will cost magazine publishers 2.5 per cent more to distribute publications through the mail. Rising fuel prices are blamed for the price hike, which is feared may dampen printing volumes.

The ability to produce personalised magazines that qualify for Print Post rates is likely to herald a new era in magazine publishing. Australia Post says the changes were inspired by the increasing possibilities of digital print technology.

From September 4 it will be possible to print personalised details, relating to the name and address of the mail recipient, on either the front or back cover of a magazine. Previously this was banned and although a number of graphic arts magazines pushed the limits to demonstrate the technology they were technically in breech of the guidelines.

Australia Post will permit details to be printed in the form of text, or alternatively as part of a personalised message in the fashion made possible by groundbreaking software applications such as Direct Smile and XMPie.